Identity resolution is the process of linking and consolidating data from multiple sources to create a single, comprehensive view of an individual or entity. This process involves bringing together all available data points about an individual, such as demographic information, purchase history, behavioral data, and more.
Identity resolution works by using a variety of technologies and techniques to match and merge different data points. These techniques include identity stitching, which involves using algorithms to identify patterns in data that can be linked to specific individuals or entities. Additionally, customer data platforms (CDPs) are used to gather and organize customer data into a single customer view.
Identity Resolution is important because it enables businesses to understand their customers better, personalize marketing messages for them, and ultimately provide better customer experiences. By having a comprehensive view of each customer's interactions with a brand across all channels - online and offline - businesses can make informed decisions about how to engage with each individual.
Identity resolution benefits both businesses and customers. For businesses, it provides valuable insights into their customers' behavior and preferences, helping them create more effective marketing strategies. For customers, it leads to more personalized experiences that are tailored to their needs.
One challenge of identity resolution is the sheer volume and variety of data sources that need to be integrated. Additionally, there's the challenge of maintaining accurate and up-to-date customer profiles in real-time as new data becomes available.
Identity resolution can be used for a variety of purposes including targeted advertising campaigns, personalized product recommendations, fraud detection and prevention measures, loyalty programs, cross-selling opportunities and more.
The goal of identity resolution is to create a single customer view by combining all interactions across multiple channels into one profile. A single customer view is a representation of a customer's interactions with a business across all channels, making it easier for businesses to understand their customers better and deliver personalized experiences.
References:
Purkayastha, A., & Dhaka, V. (2020). Identity Resolution: Integrating Customer Data Across Multiple Touchpoints. In Advances in Intelligent Systems and Computing (Vol. 1033).
Raza, B., & Pervez, Z. (2019). Identity Resolution in Customer Relationship Management: A Critical Literature Review. Journal of Electronic Commerce Research, 20(4), 318-340.
Kelly, K., & Briggs, T. (2018). Identity resolution: the key to unlocking customer-centricity. Customer Relationship Management, 22(5), 13-16.
Institute for Operations Research and the Management Sciences (INFORMS). (2020). The Science of Marketing Analytics [Ebook].
IBM Watson Advertising & Media. (2021). From Identity to Insight: Best Practices for Understanding Your Customers [Ebook].
