Identity resolution is the process of analyzing disparate customer data sets across multiple devices and mediums and combining them into a unified view of your customers.
Isn’t that just removing of duplicates? And in the digital world where email is a cheap, why does that really matter?
Let’s dig in a little deeper.
First let’s consider where does the disparate data come from?
The answer to that is everywhere. Some examples would be your ERP system, Google Analytics, Social Media, Guest Checkouts, Ship to Addresses, Loyalty Programs, and any other Third Party Affiliate.
Identity Resolution is the process of unification of those sources into one single aggregated version of a customer. When that customer is rolled up into a single view of a customer you now have accurate data measures on which to profile.
Let’s take an example of Mr. Green. Mr Green has placed a phone order, a website order, and has purchased in the brick and mortar store in the past 3 months. Each one of those purchases were less than $15. Your company decides it’s going to market specifically to customers who have spent $30 or more in the past 3 months. Mr. Green doesn’t make it into the campaign. And you have missed your target completely.
While eliminating duplicates is important, it’s much more important to unify your data to get accurate views of your customers.