Know Who is Your Customer? : The Power of Identity Resolution

Introduction

In the digital world, where customers interact with brands across various channels and devices, understanding the customer's identity is paramount. Identity resolution is the key to unlocking this mystery, providing a unified view of the customer. Let's delve into what identity resolution is, why it's vital for marketers, and how it's shaping modern marketing strategies.

What is Identity Resolution?

Identity resolution is the process of attributing online activity and information from multiple data sources to a particular user. It's the science of connecting the growing volume of consumer identifiers to one individual as they interact across channels and devices.

The Importance of Identity Resolution for Marketers

1. Unified Customer View: Identity resolution creates a unified profile of a customer across all channels, providing a comprehensive view of their behavior and preferences.
2. Enhanced Personalization: By understanding the customer's identity, marketers can create personalized experiences, enhancing engagement and conversion rates.
3. Improved Audience Targeting: Identity resolution helps in curating and targeting the right audience, ensuring that marketing efforts are directed at the most relevant customers.
4. Real-time Recognition: The ability to recognize an individual person in real-time allows for timely and relevant interactions, enhancing customer satisfaction.

How Identity Resolution Works

1. Collecting Data: This involves tracking various events like page views, clicks, and submissions across different domains and devices.
2. Identifying Real People: Anonymous users are connected to authenticated users through various identifiers like cookies, URL parameters, and personal information.
3. Coordinating Data: Different identifiers are mapped to a universal user identifier, creating a cohesive view of the customer.

Challenges and Solutions in Identity Resolution

• Cross-Domain Tracking: Coordinating different cookies across domains can be challenging. Solutions like appending deviceID to URLs can help.
• Merging Users: Tools like Amplitude can automatically merge users who may have anonymous sessions on different devices.
• Blind Spots: Custom identifiers and third-party services can address issues related to anonymous visitors navigating directly to domains or across different devices.

Real-World Applications

1. Retail: Identity resolution enables retailers to understand customer preferences, tailor offers, and enhance the shopping experience.
2. Banking and Finance: Banks can use identity resolution to provide personalized financial advice and build long-term relationships.
3. Healthcare: Healthcare providers can offer personalized care plans and timely support through identity resolution.
4. Travel and Hospitality: Travel companies can create customized packages and offers based on individual preferences and past behaviors.

ReBid's Approach to Identity Resolution

ReBid An Advertisers CDP offers a unique and comprehensive approach to identity resolution, utilizing both probabilistic and deterministic methods to merge profiles. Here's how ReBid's system works:

• Persistent ReBid ID: ReBid maintains a consistent ReBid ID for each user profile, ensuring continuity and accuracy in tracking.
• Pre-Click Ad Tracking: By tracking pre-click ad touchpoints and stitching them with website journeys, ReBid creates a cohesive view of the user's interaction with the brand.
• Proprietary Algorithms: ReBid's specialized identity resolution algorithms assign a unique ReBid ID to each user profile, enhancing the precision of profile mapping.
• Integration with Third-Party IDs: These ReBid IDs can be enriched with third-party ID players like UID 2.0, Ramp ID, or Panorama ID, further extending the reach and applicability of the profiles.
• Segmentation and Remarketing: Once the profiles are segmented, ReBid enables activation across walled gardens and DSPs, allowing for targeted remarketing efforts.
• Robust Consent Management: ReBid's consent management framework stores consent type and consent data directly into each profile. This ensures compliance with various privacy laws globally, reflecting ReBid's commitment to responsible and ethical marketing practices.

ReBid's approach to identity resolution is not just about connecting the dots; it's about creating a comprehensive, compliant, and customizable system that empowers marketers to engage with their customers in meaningful and effective ways. Whether it's tracking the customer's journey from ad to acquisition or ensuring global privacy compliance, ReBid's identity resolution features are designed to meet the complex needs of modern marketing.

Conclusion

Identity resolution is at the core of digital communications, allowing organizations to accurately understand and unify customers' cross-channel behavior. It's a valuable practice that helps marketers understand their target audiences on a deeper level and customize messaging.

With platforms like ReBid, the process becomes even more streamlined and effective, offering advanced features that take identity resolution to the next level. In a world where personalization is key, identity resolution is the tool that empowers marketers to crack the customer code and create strategies that resonate with customers and drive success.