Why Identity Resolution Matters to Every Marketer

Why Identity Resolution matters to every marketer

Why Identity Resolution matters to every marketer 2

Whatever you call it (multichannel, cross-channel…), marketing needs to work wherever consumers are…


and they’re everywhere.


This is a great opportunity for brands.


Because the more you learn about how consumers behave in different contexts, the smarter you get at improving your offers and personalizing your campaigns.


But there’s a catch.


When you interact with your audience in lots of ways in lots of places, offline and online, you can end up with hundreds of customer identifiers standing for just a single real-life human being.


mobile ID ABC

Tablet ID XYZanonymous cookie 123

Rebecca Smith at XYZ Data Lane

[email protected]

That’s because the person you and your agency know as Becky Smith at [email protected] can also be ‘anonymous cookie 123’ to your digital ad platform, ‘mobile ID ABC’ on your mobile site, and ‘Rebecca Smith at XYZ Data Lane’ to your third-party data provider.


mobile ID ABC

Tablet ID XYZanonymous cookie 123

Rebecca Smith at XYZ Data Lane

[email protected]

Things can get messy. It’s easy to make the wrong connections between data points or miss them altogether.

Which means you and the companies that support you could be overlooking valuable audience segments, duplicating effort, and creating a confused, incoherent customer experience.

1: https://www.gartner.com/marketing/multi-channel-marketing/

“Over 90% of marketers struggle to seamlessly connect more than three channels on the buyer journey.” – Gartner 1



It’s bad news for customers.


Out!

So it’s bad news for you.


This fragmentation is the biggest obstacle between brands and truly people-based marketing that speaks to the real individuals behind all those identifiers.


Identity Resolution

And the single most important facet

of people-based marketing is


Identity resolution. Definition:

The process of connecting the hundreds of identifiers used by different channels, platforms, and devices in near real-time, so marketers and the companies that support them – agencies, technology platforms, data owners, and publishers – can tie them all back to the same person in a deterministic, privacy-safe way in order to enable people-based targeting, measurement, and personalization.


It’s not easy.


The threat of fragmentation is always present, as you supplement what you know with new information from additional first-, second- and third-party sources, and onboard them to marketing platforms.

“Over 60% of marketers are looking to increase the number of technology vendors they work with.”2


2: LiveRamp – The State of People Based Marketing


And while customer identifiers stay static, real people have a habit of moving around, changing their tastes, and generally making it hard to keep profiles up-to-date and accurate, so you need to refresh them with data in as close to near-time as possible.


3: LiveRamp – The State of People Based Marketing

Identity resolution helps you connect the dots.

“Marketers who don’t work with resolution vendors report that they find it three times more difficult to use offline data to target and personalize.

And they’re nearly three times less confident at recognizing consumers in digital channels.” 3


It’s hard work, but the rewards are worth the effort. Intelligent identity resolution gives you:



• More effective targeting




• Omnichannel measurement




• Omnichannel measurement

• Personalization everywhere


When it works, it’s not just marketers who win – agencies, data owners, technology providers, publishers, and, ultimately, consumers all benefit.


You may already be onboarding CRM segments to digital advertising platforms, connecting offline and online data for a more complete picture of consumers.

This is a great start, helping you personalize, measure, and optimize campaigns more effectively – and achieve greater returns on your marketing spend, fast.



But there’s always more to do.



For people-based marketing to make a difference, it has to recognize customers and prospects across channels, devices, and sessions – not just in the moment but throughout the consumer-brand relationship.



That’s the challenge marketers face today.

The smart ones are responding with identity resolution that’s persistent, online-offline, and privacy safe.



Without identity resolution, people-based marketing cannot succeed.

When we get it right, everyone wins.

If you’re serious about marketing to real people in smart ways, read our eBook about identity resolution.

liveramp.com

https://lp.liveramp.com/2016-10EB-BeyondDataOnboarding_.html


http://www.liveramp.com


Software

Why Identity Resolution Matters to Every Marketer