Identity Resolution is Essential in Omnichannel Marketing
In an era where each person is projected to own an average of 6.9 connected devices by 2020, marketers have innumerable opportunities for reaching and engaging with their customers. Multiple devices and channels mean that every customer journey is complex and unique; today’s shoppers see an ad on their cellphone, research products on their desktop, visit a physical store to see the product in person, and finally order it on their voice-activated device. With such a complicated landscape, how can marketers ensure that they’re having the right conversations with the right customers?
Identity resolution (IDR) is the process of analyzing disparate customer data sets and unifying them to a single, comprehensive view of each customer. Put simply, IDR enables marketers to attribute multiple sessions to a single customer, and recognize that customer as the same individual no matter which channel or device they use. Below, we highlight some of the most important benefits of identity resolution for marketers.
Without IDR, marketers may end up sending inconsistent messaging—for example, targeting a customer with the same ad twice, or an ad for a product that they already purchased. Customers might be put off by these interactions, souring their relationship with the brand—the complete opposite of the desired effect.
IDR unifies the available personally identifiable information (PII) from different data sources and creates a single customer profile for each individual. This enables marketers to know exactly who they’re targeting with which ad, so they can ensure consistency and bid more efficiently.
A 2016 study revealed that 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history. IDR gives marketers these capabilities, with granular insights into each customer’s preferences, prior relationship with the brand, shopping habits, and more, throughout the customer journey. With such an in-depth understanding of their customers, marketers can ensure that the right message gets delivered to the right customer, on their preferred channel, right when they want it.
Customer Journey Optimization
With a comprehensive view of their customers, marketers can identify where each customer is in their unique customer journey and deliver positive experiences at each touchpoint. For example, marketers can deliver a personalized offer to a customer on their birthday for a product in which they indicated interest, or a discount code for repeat purchase items. IDR empowers marketers to connect and continue personalized conversations with customers across channels, along their path to purchase and beyond.
Better Customer Insights
The value of IDR is that it goes both ways—it helps marketers provide a better customer experience, creating happier customers, while also providing marketers with meaningful data. A better understanding of their customers helps marketers plan for future campaigns and initiatives, strengthening the relationship between brand and customer.
Ultimately, the benefits of IDR are self-proliferating: More data for marketers translates to more valuable insights into their customers, which will translate to a better product or a better customer experience. Marketers who leverage IDR are able to provide a seamless customer experience that is consistent and personalized across channels, cultivating brand loyalty and advocacy.