Current Situation
Today, without identity resolution technology and software, marketers or advertisers cannot understand the entire consumer journey to purchase. Without this knowledge, they cannot improve their marketing tactics and advertising consumer profiles.
Goals and Objectives
The goal of identity resolution is to recognize people across channels and devices and associate them with information used for marketing and advertising. Identity resolution is critical to understanding the customer journey at multiple touch points, which allows brands to deliver personalized experiences to its customers at scale.
Technology Deployed
An assortment of tools, techniques, and data that allows for tagging and tracking users across channels
Use Case Summary
The use cases include:
Anonymous to known identification. Identity resolution allows a company to link a customer’s journey from pre-account creation to post-account activity. This is important to help a brand understand the behaviors that lead a user to convert from a window shopper in the discovery stage to a buyer with intent in the consideration and decision stage to a loyal return customer in the conversion and retention stage. By linking any anonymous events a user had before creating an account to a user’s logged-in activity, a marketing team can now have a complete understanding of a user’s past interactions with your app.
Cross-device identification. Users can have multiple touch points with an app ecosystem through more than one device. For example, users might view an ecommerce site through a mobile-native app, a mobile web browser, or a desktop web browser. By tracking a user’s activity across all platforms, brands will be able to more efficiently target campaigns to users as they’ll have the knowledge of funnels that complete across devices.
Cross-app identification. If a company needs to understand a user’s activity across all apps, all sources should be connected to the same space. This provides a comprehensive view of a user’s activity across the entire app ecosystem.
Cross-channel identification. A user can interact with a brand through multiple channels and departments. A user might have touch points with a sales team, a marketing team, and a customer support team throughout their customer journey. It’s important for companies to have insights into these cross-functional activities to ensure that they understand the complete customer experience.