Identity resolution, also known as Pinning, is a data management process through which an identity is searched and analyzed between disparate data sets and databases to find a match and/or resolve identities. Identity resolution enables an organization to analyze a particular individual’s or entity’s identity based on its available data records and attributes.
When an individual or company is searched through an identity resolution solution, a series of algorithms, probability, and scoring is applied to find and determine any associated records. For example, an enterprise might have more than one person named John Smith. However, through identity resolution, this individual’s other data attributes such as telephone number, address and email can help differentiate all of these individuals or detect matches.
Each entity run through our system is assigned a unique company ID, unique person ID, and a unique address ID for consistency, segmentation, and reportability of the marketing database.
Why is this important? The obvious reason is to remove duplicates. This is particularly important when you are sending out a print campaign. The cost of a print campaign can be drastically reduced if a large portion of duplicates have been removed. Pinning can be done at an individual level and a household level ensuring that only one copy of your print ends up in a household.
Another reason Identity Resolution is important is to better understand your customers. Check out this article written for our blog for a more in-depth view of that.
But is it really that important to remove duplicates when sending out an email campaign? Yes it is. The opportunity cost of lost emails through spam reports and unsubscribes is definitely to be considered here.
As you consider all of these things, there is one important thing to remember. Bad data leads to bad results. Increase your effectiveness and your ROI with proper Pinning.