5 Steps to Get Started with Identity Resolution
In the last post of our best practice series, we defined identity resolution. Now, we are going to go over how your business can get started.
Identity resolution can provide marketers of all sizes with a privacy law-compliant solution for driving new business. We only target real people whose digital selves we’ve linked to their real selves (through ethically-sourced, 100% opt-in data). However, identity resolution is more than just linking email + devices.
This process allows you to create a custom profile for each verified person in your database. This profile enables marketers to discern who this person is down to their name, their address, the vehicle they drive, the cross-device journey that led them to their purchase, and more, all in a privacy-complaint way.
This is extremely valuable for marketers. Because we know exactly whom a marketer is reaching, we enable them to invest ad dollars only on people who will be interested in their messages, products, and services and ultimately increase ROI.
Are you ready to dive in? Follow these 5 steps to get started with identity resolution.
1. Conduct an Internal Assessment
Are you already collecting data? If so, are those data collection methodologies compliant with current regulations?
These are the questions a brand or publisher must first ask themselves — and answer — before utilizing identity resolution, making an internal audit a necessary first step.
2. Note that simplicity isn’t always better
Before you get started with identity resolution, it is important to understand that this process is more than just linking an email address to a mobile ID. Through this approach, you will gain a 360 degree, holistic view of your consumer.
It’s best to avoid data partners who have an overly simplistic view of the technology and what it can achieve.
3. Understand deterministic versus probabilistic
As the goal of identity resolution is to decisively label individual consumers, it’s important to understand if the resolution is being done on the basis of a deterministic or probabilistic match.
Deterministic tracking involves PII, like an email address while probabilistic tracking relies on algorithms and billions of anonymous data points. While deterministic is stronger than probabilistic, probabilistic methods may fit better in certain scenarios, ultimately requiring awareness of these probabilistic assumptions.
4. Beware of bad actors
In order for identity resolution to transpire, there needs to be a certain amount of trust between the marketer and partner. As there’s no way for a marketer to cross-reference their provided list of identities and a partner’s list produced from that data, brands must be vigilant and stay wary of bad actors who provide fallacious results.
5. Avoid data decay
Data churns frequently — families move, names change, email addresses can become abandoned and even devices get trashed or updated. In order for identity resolution to be conducted in the most accurate way possible, it is necessary to keep your data refreshed and up to date.
Want to learn more about the importance of identity resolution? Contact us here.
