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.
[3 minute read]