Identity Resolution Is Key to Digital Transformation

June 19, 2017 Jack Vawdrey

In a world flowing with data, where audience targeting is more accessible and scalable than ever before, marketers still find themselves dealing with the challenge of knowing whether or not they’re talking to the right people. Consequently, identity resolution sets itself up as a key tactic in the connected marketer’s technology stack and marketing strategy.

Engaging with customers via a digital interface has both its pros and cons.

The benefits are clear: the computational ability of digital marketing systems is rapidly scalable, can be highly granular and, through machine learning, can even develop models to better understand customers’ interests, predict user behavior and automate marketing processes.

However, a digital interface between brand and consumer inherently results in an intermediate channel brands have to pass through in order to engage with their customers. As a result, the identity of the consumer is hard to discern.

Identity is often lost in digital translation because of the increasing number of connected devices. With the average US consumer owning 3.64 connected devices, identity is fragmented across devices and platforms, eschewing analytics data and disrupting marketing automation tactics.

The way in which audience identity is refracted through digital interfaces is especially a problem in a market that increasingly demands top-tier brand experiences. Not being able to personalize experiences to markets-of-one can greatly inhibit a company’s ability to initiate and maintain engaging conversations with their clients.

Robust targeting, personalization and addressability—the cornerstones of contextual marketing—are what marketers aim for. In order to make these tactics a reality in a multi-device world, identity resolution shines out as a best practice for data-driven companies hoping to take contextual marketing to the next level.

Identity resolution is the practice of continuously mapping disparate device data back to one centralized user, promoting identity-based marketing in an increasingly anonymous world.

Chris Slovak, VP of Global Solutions at Tealium, recently said, “Data is the language of customer relationships. It fuels experiences. It’s how we understand at a specific point in time who a user is and what they’re interested in. Your data is what differentiates you from the competition.” Using data to build accurate customer profiles and fuel your marketing strategy will make all the difference.

Slovak will be presenting “Identity Resolution Is Key to Digital Transformation” at the upcoming Mobile Analytics Summit, presenting how this tactic can enhance the personability and value of brand-to-customer conversations. To listen to Slovak and other mobile thought leaders, register for the event.

Chris Slovak 


About the Author

Jack Vawdrey

Jack Vawdrey is a content marketing strategist and closet programmer interested in the opportunities that marketing technology and automation present for enterprises. Passionate about digital marketing, content marketing, and analytics, Jack is continuously honing his skills in these areas and relishes an opportunity to share what he's learned. Jack joined the ObservePoint marketing team in 2016 as Managing Editor and now works as a Content Marketing Consultant.

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