Trendspotting: The Importance of Identity Resolution

With the ever-increasing number of devices per consumer, marketers are challenged to track a dizzying amount of online activity to the same person. Consider the average consumer that is researching vacation options: the journey might begin on their mobile device during their morning commute, then continues on a desktop at their office. The customer might then use a shared tablet at home to review options with family, before completing the booking on a laptop later that evening. Then consider all of the other people in the household that might be accessing those same devices. This scenario also assumes that this omnichannel journey occurs within the span of a single day, which is typically not the case.

Connecting the dots can be challenging for any brand and with every device and every new channel, the puzzle becomes more and more complex. Identity resolution empowers marketers to clearly identify a customer so the right message is delivered to the right person at just the right time. Identity resolution takes the guess work out of the equation and allows brands to follow each unique individual through the customer journey in real time.

At IgnitionOne, identity resolution is a key component of our Customer Intelligence Platform that helps marketers identify and target in-market customers across channels every day. For instance, La Quinta, a Wyndham Destinations brand, wanted to reach potential travelers and increase direct bookings. By leveraging Customer Intelligence with IgnitionOne, Wyndham was able to identify engaged customers on their La Quinta website and optimize bids across paid media channels. With the ability to recognize and target individual customers with personalized interactions, Wyndham successfully increased direct bookings and bypassed online travel agencies.

+ OVER 2X Direct Bookings from Search

+ OVER 5X Direct Bookings from Social

+ OVER 3X Direct Bookings from Metasearch

Identity resolution not only helps you personalize your messaging more effectively, but also enables you to create detailed customer profiles that deliver deeper insights and reporting for future campaigns.