Unlocking Marketing Success: The Power of ID Resolution

Unlocking Marketing Success: The Power of ID Resolution

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In the ever-evolving digital landscape, the customer journey takes center stage as brands strive to craft compelling marketing and advertising campaigns. However, the abundance of customer data, often scattered across various identifiers like web browsers, mobile apps, and in-store interactions, poses a significant challenge Without the right tools and systems in place, this data fragmentation can impede a brand’s ability to comprehend and connect with consumers, leading to a struggle in understanding needs and preferences.

With ID resolution, however, brands can become unstoppable in their marketing and advertising efforts, deploying artificial intelligence (AI) and machine learning (ML) solutions to create a holistic view of the customer that improves retention and drives revenue.

What is ID Resolution?

ID resolution is a data management process that links consumers’ data to unique identifiers by matching and linking different data sets, such as email addresses, phone numbers, device IDs, etc., that belong to the same customer to create a unified customer profile.

That means as brands collect first-party data across website interactions, social media activity, and customer relationship management (CRM) systems, ID resolution steps in to clean up and consolidate data into customer profiles that marketers can act on.

With advanced ID resolution capabilities that are driven by AI and ML, brands have access to unparalleled customer profiles, enabling them to meet customers’ preferences, make strategic marketing decisions and improve the customer experience (CX) to drive the bottom line.

A Shift in Data Landscape

With the impending demise of third-party cookies – the “Third-Party Cookie-Pocalypse” – orchestrated by Google, brands face a pivotal moment. While 75% of marketers still heavily rely on third-party cookies, the impending change necessitates a swift pivot to first-party data. However, a staggering 97% of data remains unused by organizations, highlighting the urgency for tools that can effectively organize and analyze this wealth of data.

ID resolution emerges as the bridge, enabling brands to transition away from third-party cookies and leverage their existing first-party data effectively. By gathering and assessing data from multiple sources, brands can create a holistic view of the customer, gaining valuable insights into their behavior and preferences.

The Power of AI and ML in ID Resolution

Identifying customers amidst a sea of data intricacies requires a sophisticated approach. Enter AI and ML, the dynamic duo that propels ID resolution to new heights. Recent advancements in these technologies enhance the effectiveness and efficiency of ID resolution by discerning good data from bad data and creating more accurate customer profiles.

AI, through a collection of models, analyzes results and employs predictive analysis to handle inconsistent or erroneous data. Whether it’s changing home addresses, multiple email accounts, or variations in loyalty program accounts, AI-driven ID resolution algorithms excel at sorting and cleaning data batches. The result? Brands gain a comprehensive 360-degree view of the customer, enabling a deeper understanding of their needs, preferences, and behaviors.

A Strategic Imperative

Brands are currently dealing with an array of challenges. From going head-to-head with competitors for consumers’ attention to shifts in data privacy and the loss of third-party cookies, brands need to adapt their marketing and advertising efforts to retain customers and grow business.

ID resolution is a strategic tool that can support martech and adtech initiatives, and AI and ML are making it more impactful. Through advanced algorithms and predictive analysis capabilities, ID resolution offers agencies and brands valuable customer data insights that make marketers’ jobs easier and efforts more efficient.

As the industry continues to shift and changes continue to follow, brands can turn to ID resolution to improve customer retention and enhance CX, ensuring that the bottom line doesn’t suffer and customers continue to remain loyal.

Derek co-founded Amperity to create a tool that would give marketers and analysts access to accurate, consistent and comprehensive customer data. As CTO, he leads the company’s product, engineering, operations and information security teams to deliver on Amperity’s mission of helping people use data to serve customers.
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