All About Identity Resolution
Identity Resolution is critical for people-based marketing, so we’re thrilled that Forrester Research recently released their new report, The Strategic Role of Identity Resolution.
The report is jam packed with valuable information, and gets right to the heart of the matter by stating, “the ability to accurately identify a customer is the most basic assumption made at every step of the marketing process.”
That’s for sure!
But you’re a busy marketer, and might not have time to read the full report. So we decided to write a series of blog posts to help you digest what we believe are the most important take-aways.
Why is identity resolution the foundation of marketing?
Imagine having a great conversation with a customer and then realizing you were talking to the wrong person—or you were talking to the right person either too soon or too late, missing the signals of need and desire.
Or maybe you got the timing just right but pitched the wrong product or service.
Your marketing efforts would be wasted or at risk—and your customer might even walk away.
Great brand experiences happen only when they are built on robust views of the customer, from wide-ranging online and offline data sources and interactions, and they happen only when your stewardship of data gains you the trust and confidence of customers and prospects, which drives engagement.
Increased engagement feeds insight, building the brand experience.
What you get is a continuous and highly effective feedback loop—a virtuous circle.
How does identity resolution work?
Marketing is a bit like a track and field event where the ground is always shifting. To be the best sprinter, you have to train the right muscles.
The Forrester report notes, “at its core, identity resolution is a data management exercise … the connective tissue for contextual marketing.”
Our work at LiveRamp is the connective tissue—sourcing and connecting hundreds of different identifiers back to real people. Making those connections is the real muscle behind identity resolution and, hence, marketing itself.
We’ll talk more about keys and context in a future post—it’s real nuts-and-bolts magic that enables brands and the companies that support them to evolve beyond cross-channel marketing to getting a full omnichannel view of the customer.
Take strategic advantage of identity resolution
Just like at a track meet with multiple events, marketers have to win in multiple channels.
Forrester is right when it notes, “incorporating mobile into identity resolution is critically important because it is the most personal consumer access point.” Mobile transcends individual channels and media because it “natively possesses important customer identity keys.”
For today’s customer-focused marketer, the ideal strategy is omnichannel.
Not an all-channels-all-the-time approach, but a targeted strategy that tailors the brand experience from a single view of each customer or prospect, in the preferred channels.
Every customer is a moving target.
Marketers have to live continuously in that virtuous circle of data and insight to walk (or run) in lockstep with an audience—to grow and change with them.
In our next post, we’ll explain why identity resolution is the backbone of efficient and effective marketing.
In the meantime, download Forrester’s report to learn more about the power of identity resolution.