Part I: What Is Identity Resolution
Identity resolution is the process of discovering multiple identifiers across devices and touchpoints with data points collected along the way about an individual browser.
Those identifiers are used to build a cohesive, omnichannel view of your visitors, so you can reach them when and where they are most likely to engage along the buyer’s journey.
The most important step in any marketing campaign designed for client acquisition, (after you’ve proven your funnel) is to clearly identify the target market that has one or more open wounds from the pain points that your solution fixes.
You have to be able to recognize your ideal prospect. Know what problems they want to fix. If you’re going to be able to give them the information and solutions they want, at the time they want them.
Identity resolution advances simple digital analytics by a quantum leap. By tying online behavior to an individual prospect’s unique digital identity. Across devices and IPs as well as physical locations.
It works by reconciling available data points, by matching a specific contact to an existing identity graph. Which is built using data collected by first-, second- and third-party data.
The Identity Graph is a specialized database providing a 360-degree view of a visitor’s personal identity. And it helps map the user journey, and enables people-based, or user-level, marketing.
Identity resolution provides marketers with specific information they need to laser target their ideal market avatar. Identity resolution lets marketers track individual prospects across devices. In real time.
Allowing the ability to personalize messaging to users on the buyer’s journey. Across multiple devices and email addresses.
Behavioral tracking fosters reliable model training that can allow you to predict future behavior and focus your marketing like a laser guided killer drone.
To summarize, properly deployed identity resolution will allow you to build intelligence based on known behavior that precedes the purchase of a solution on your product menu.
Closed Loop Analytics: The Identity Graph
Positive Identification of individual browsers is complete when new visitor data is plotted against an identity graph.
Along the online journey, visitors give consent for sites to collect, process and analyze data on various devices.
The identifiers collected include device ID, email addresses, phone numbers and URL navigation. Once the visitor is matched with the graph it’s possible to track online behavior like purchases or content consumption.
Behavioral information is matched to other data in the graph using statistical modeling. Trained algorithms that recognize patterns of behavior to create a likelihood, or predictive match.
Over time, the Demand Insights systems use artificial intelligence (AI) and machine learning to get smarter and make better predictions.
When a user takes an action that requires them to verify their identity, such as paying with a credit card, the predictive prognosis is verified — a perfect match.
It’s a mutually beneficial arrangement. In exchange for that information, brands provide customized experiences that are more relevant and useful to the consumer, a convenience that some studies say is worth it even for those who are concerned with privacy.
Most Identity Graphs are walled gardens. Powerful suppliers like Facebook and Google have their own identity graphs, leading some of the industry’s leading demand- and supply-side platforms.
Demand Insights has been building their identity graph for over 8 years. And can now positively identify nearly every adult American online, across up to 4 email addresses, multiple devices and locations and in total, more than 400 identifying contact points.