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Why Identity Resolution Matters to Every Marketer

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When you interact with your audience in lots of ways in lots of places, offline and online, you can end up with hundreds of customer identifiers standing for just a single real-life human being. Identity Resolution can help. Learn more in the eBook.

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Why Identity Resolution Matters to Every Marketer

  1. 1. Why Identity Resolution Matters to Every Marketer
  2. 2. Why Identity Resolution Matters to Every Marketer Whatever you call it (multichannel, cross-channel…), marketing needs to work wherever consumers are… and they’re everywhere.
  3. 3. Why Identity Resolution Matters to Every Marketer This is a great opportunity for brands because the more you learn about how consumers behave in different contexts, the smarter you get at improving your offers and personalising your campaigns.
  4. 4. Why Identity Resolution Matters to Every Marketer But there’s a catch.
  5. 5. Why Identity Resolution Matters to Every Marketer When you interact with your audience in lots of ways in lots of places, offline and online, you can end up with hundreds of customer identifiers standing for just a single real-life human being.
  6. 6. anonymous cookie 123 tablet ID XYZ bsmith@bsmith.com mobile ID ABC Rebecca Smith at XYZ Data Lane Why Identity Resolution Matters to Every Marketer That’s because the person you and your agency know as Becky Smith at bsmith@bsmith.com can also be ‘anonymous cookie 123’ to your digital ad platform, ‘mobile ID ABC’ on your mobile site, and ‘Rebecca Smith at XYZ Data Lane’ to your third-party data provider.
  7. 7. anonymous cookie 123 tablet ID XYZ bsmith@bsmith.com mobile ID ABC Rebecca Smith at XYZ Data Lane Why Identity Resolution Matters to Every Marketer Things can get messy. It’s easy to make the wrong connections between data points or miss them altogether. Which means you and the companies that support you could be overlooking valuable audience segments, duplicating effort, and creating a confused, incoherent customer experience.
  8. 8. Why Identity Resolution Matters to Every Marketer of marketers struggle to seamlessly connect more than three channels on the buyer journey.1 Gartner says over 1 https://www.gartner.com/marketing/multi-channel-marketing/
  9. 9. Why Identity Resolution Matters to Every Marketer It’s bad news for customers.
  10. 10. Why Identity Resolution Matters to Every Marketer So it’s bad news for you.
  11. 11. Why Identity Resolution Matters to Every Marketer This fragmentation is the biggest obstacle between brands and truly people-based marketing that speaks to the real individuals behind all those identifiers.
  12. 12. Why Identity Resolution Matters to Every Marketer And the single most important facet of people-based markering is Identity Resolution
  13. 13. Why Identity Resolution Matters to Every Marketer Identity resolution. Definition: The process of connecting the hundreds of identifiers used by different channels, platforms, and devices in near real-time, so marketers and the companies that support them — agencies, technology platforms, data owners, and publishers — can tie them all back to the same person in a deterministic, privacy-safe way in order to enable people-based targeting, measure- ment, and personalisation.
  14. 14. Why Identity Resolution Matters to Every Marketer It’s not easy.
  15. 15. Why Identity Resolution Matters to Every Marketer The threat of fragmentation is always present, as you supplement what you know with new information from additional first-, second- and third-party sources, and onboard them to marketing platforms.
  16. 16. Why Identity Resolution Matters to Every Marketer of marketers are looking to increase the number of technology vendors they work with.2 Over 2 LiveRamp – The State of People Based Marketing
  17. 17. Why Identity Resolution Matters to Every Marketer And while customer identifiers stay static, real people have a habit of moving around, changing their tastes, and generally making it hard to keep profiles up-to-date and accurate, so you need to refresh them with data in as close to near-time as possible.
  18. 18. Why Identity Resolution Matters to Every Marketer Identity resolution helps you connect the dots. “Marketers who don’t work with resolution vendors report that they find it three times more difficult to use offline data to target and personalise. And they’re nearly three times less confident at recognising consumers in digital channels.”3 3 LiveRamp – The State of People Based Marketing
  19. 19. Why Identity Resolution Matters to Every Marketer It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you:
  20. 20. Why Identity Resolution Matters to Every Marketer It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you: —— More effective targeting
  21. 21. Why Identity Resolution Matters to Every Marketer It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you: —— More effective targeting —— Omnichannel measurement
  22. 22. Why Identity Resolution Matters to Every Marketer It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you: —— More effective targeting —— Omnichannel measurement —— Personalisation everywhere
  23. 23. Why Identity Resolution Matters to Every Marketer When it works, it’s not just marketers who win — agencies, data owners, technology providers, publishers, and, ultimately, consumers all benefit.
  24. 24. Why Identity Resolution Matters to Every Marketer You may already be onboarding CRM segments to digital advertising platforms, connecting offline and online data for a more complete picture of consumers. This is a great start, helping you personalise, measure, and optimise campaigns more effectively — and achieve greater returns on your marketing spend, fast.
  25. 25. Why Identity Resolution Matters to Every Marketer But there’s always more to do.
  26. 26. Why Identity Resolution Matters to Every Marketer For people-based marketing to make a difference, it has to recognise customers and prospects across channels, devices, and sessions — not just in the moment but throughout the consumer-brand relationship.
  27. 27. Why Identity Resolution Matters to Every Marketer That’s the challenge marketers face today. The smart ones are responding with identity resolution that’s persistent, online-offline, and privacy safe.
  28. 28. Without identity resolution, people-based marketing cannot succeed. When we get it right, everyone wins. If you’re serious about marketing to real people in smart ways, read our eBook about identity resolution.

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