New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Maintaining accurate Identity Resolution can help businesses enhance customer service and reduce acquisition costs.

This piece suggests brands should maintain consistent customer identities across various touchpoints and platforms to deliver a personalised consumer experience. Marketers should recognise the individuals they are interacting with, in real-time, to understand their demands and provide authentic experiences to build trust.

Brands can leverage Omni-channel Identity Resolution to use first-party data in an accurate and scalable way while maintaining privacy. They can also incorporate third-party Identity Resolution with the customer data and the data from customer data integration platforms (CDI) to have an outside-in approach to identity.

Marketers can also use information from the external providers along with the first-party data to persistently identify people with whom they are interacting. The article further states external Identity Resolution providers can see other identity fragments that brands can’t otherwise.

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[3 minute read]

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