Identity resolution refers to the process of collecting and matching the prospect data for reaching out to more and more customers.

Merkle contributor Courtney Trudeau has published a comprehensive article on Identity resolution.

She says, “Here are three of the most popular motives to put identity at the top of your to do list:

Accurate, In-Moment Personalization

A consumer’s journey not only spans across multiple devices and channels, but also extends into the physical world. Identity resolution collects and connects all different types of identifiers to one person so a customer can be recognized and targeted with the right content, in the right context, and at the right time.

Say, for example, a consumer is browsing your website and downloads your app. Then, that same consumer visits your store and makes a purchase. The content you serve them next time should be informed of that prior purchase. At this point, the consumer should not be getting retargeting ads from the initial visit or any triggered email connected to that original browse behavior”.

Identity Resolution: How Marketers Can Get it Right

Sharing is caring