# Accelerate Your Marketing Effectiveness with Identity Resolution ## The Challenge As people grow and change, their identity does as well—at least in terms of the data that represents them. If you don’t have a real-time process in place to maintain accurate linkages, to recognize customers as they’re engaging with your brand, and to connect customers across platforms, your identity data will quickly become out-of-date and invalid. If your customer anonymously browses your website on their laptop, and later makes a purchase through your app with their personal email, can you recognize those events as connected to the same person? And what if they sign up for your newsletter using their professional email address? Are you able to progressively understand what that customer is interested in as they browse online, across sessions, devices, and channels? It’s up to you to solve the issue of fragmented and incomplete customer data that all marketers face. The path forward to accelerating your business is clear: Identity Resolution. ## What is Identity Resolution? Identity Resolution takes the disparate and fragmented customer & prospect identifiers and touchpoints you have on multiple platforms, devices, and channels and maps them to a single person. All of those little fragments of who you are--like your email address(es), phone number(s), social media profiles--are compiled into a 360-representation of yourself for the brands you want to interact with (and to ensure those brands you don’t want to interact with, know not to do so). This serves as the foundation of the connection between you and brands across channels, allowing them to see you as a whole person and engage in a hyper-personalized fashion no matter where, when, or how you engage with them. *This guide will show how accurate Identity Resolution can improve your marketing effectiveness with 1:1 views of your customers and prospects.* ## Identity Resolution Unifies Customer and Prospect Data If you don’t know who someone truly is, how can you expect to help them? Think about a person’s behavior. They jump across different channels, platforms, and devices, anonymously and logged-in. When people represent themselves in different ways, it leaves information fragmented, siloed, and incomplete. According to Deloitte Digital, businesses average 17 different customer-data applications. That’s a lot of places to keep your records up-to-date! And not only is data collected in different systems, but so much of it is inaccurate, duplicated, or incomplete. A person might sign up for a coupon with one email address, but have their receipts emailed to a different email address. They may call a call center from their work phone, but call back another day on their cell phone. They could check your website anonymously on their mobile device, and later make a purchase on their work computer. How are you supposed to know this is the same person and still provide an experience they’ve come to expect? People want to own their relationship with the content they’re consuming and be in control of their own data and marketing journey. Identity Resolutions connects and consolidates your customer data, empowering you to create highly-personalized customer experiences, regardless of what channels your customers use to engage your brand, allowing for a seamless customer experience. By unifying all the disparate identifiers and touchpoints of an individual that may exist on multiple platforms, devices, and channels, and attaching them to a single person, Identity Resolution lets you see a whole-person view of said individual. ## Understand the Whole Person with Identity Resolution Market conditions play a large role in a person’s behavior. For example, under economic duress, you may see brand loyalty decrease as people prioritize their needs in the moment versus what they want. Now more than ever, it’s important to understand a person beyond just the shipping name and address on a new order. You have to understand who they truly are, including their professional and personal identities, to ensure your message connects with them in an impactful way. ### Individual - Age - Gender - Occupation ### Lifestyle - Hobbies - Interests ### Financial - Wealth - Income - Credit ### Household - Children - Home Type ### Location - Neighborhood ### Cohort - Millennials - Senior Citizens ### Email Addresses jessie12@gmail.com, jessie.lee@yahoo.com, jlee@work.com ### Phone Numbers (512) 553-4432 +1 (800) 555-4232 ### Address & Place Key ID 34 Main Street, Austin, TX 78704 123 Business Address, Austin, TX 78702 ### Social Handles Twitter: @jessielee linkedin/in/jessie.lee ## Understanding your customers and how they’ve changed Understanding your customers and how they’ve changed (even in the last 90 days) is critical to marketing to them. ### Steps to Understand Your Customers **1. Audit the insights you already have.** Where is your first-party data coming from? Is the data siloed within departments and platforms? **2. Append the data you have with whole-person insights.** To truly understand the whole person, append the data you already have on them with thousands of personal and professional data attributes. **3. Understand the insights.** Insights are invaluable to your marketing campaigns, but not if they’re outdated or inaccurate. ## How Identity Resolution Amplifies Your Media Reach and ROAS When you have a message, amplifying it across multiple channels accelerates the increase of return on ad spend. Whether it’s your first-party data or second-party data, you need to ensure it’s leveraged in an omnichannel fashion. Think about how many different ways a brand could interact with you, and now think about how many consumers you have in your database. They probably have about the same number of identifiers when they interact with you—and if you truly want to provide value to your customers, you have to reach and recognize them where they are. With all of these identifiers out there for each person, you might only have access to one identifier for each of your customers. By enriching your consumer email with additional incremental touchpoints, such as hashed emails and Mobile Ad IDs, you can expand your omnichannel reach and enable a consistent brand experience for every customer at every interaction. ## Conclusion Identity Resolution is critical to accelerating your business performance and creating strong, truly valuable relationships. Your customers want you to see them for who they are, whenever they are. There’s no shortage of data out there—you just need to focus on the type of data, tied to an individual, how fresh that data is, and how quickly it can be delivered.