Customer identity resolution in a post-cookie world

Many organizations are unknowingly wasting their time, budget, and resources by using siloed systems to track their customers’ identities and activities.

This is increasingly important as we approach a first-party-centric, post-cookie world. Commonly used web browsers and websites give visitors and potential customers the ability to block cookie tracking altogether, providing less data to marketing departments and making identity resolution a challenge.

You know your organization has a “siloed system” when you’re jumping back and forth between a dozen tools, software platforms, and databases when trying to resolve customer data. As you’d imagine, this often leads to process errors, redundancies, and impacts the effectiveness of your company’s marketing efforts and operations.

The good news is, there’s hope – customer data solutions such as those provided by Lytics give companies the ability to perfect their customer identity resolution without relying on the cookies of the past.

A new approach to customer identity resolution

When your customer data is siloed, messy, and split up across multiple platforms and databases, it can be difficult to harness its power to improve your customer experience and improve conversion rates.

Fortunately, advanced customer data platforms (CDPs) such as Lytics provide a new approach to customer identity resolution, letting your organization use all of the data you’ve collected to personalize your interactions with customers and prospects.

The truth is, data resolution can be exceedingly difficult. You have to overcome everything from switching vendors and multiple data sources, to messy inputs coupled with anonymous web browsing.

Without an identity resolution process that has been proven to be robust and effective, your organization can find itself fighting against its own data instead of harnessing its power to grow your business.

Here’s a quick description of how the Lytics CDP handles identity resolution:

• Entities and fragments – To start the identity resolution process, Lytics separates all of your customer data into entities and fragments for simpler processing. An entity is defined as “a thing with a distinct and independent existence”, and a fragment is a summary of a data stream to describe similar types of data, such as subscription status, email open counts, or a timestamp of when a customer last received an email.
• Creating an entity graph – To model the realistic relationships between the various fragments and entities present in your customer data, Lytics creates an “entity graph.” The entity graph is a powerful concept as it does not assume anything about your data inputs. Based on how the data was initially classified and broken down, the data “speaks for itself” in how it is organized in the entity graph. Organizing customer data in this way also allows flexibility when adding additional data streams or additional entities, making it quick, efficient, and easy.
• Nodes and edges – The interconnections between each object in the entity graph are called an “edge.” Each edge represents the relationship between items within the entity graph, allowing flexible creation and removal, no constraints on the number of edges existing in a graph, and source-independent edge creation.

Implement next-generation customer identity resolution into your organization

If you’d like to simplify your organization’s approach to data management, eliminate any inefficiencies you may have, and guarantee data integrity, the Lytics CDP can help you get onto the right track.

In addition to the data organization that advanced customer identity resolution can provide for your business, it also allows you to develop behavioral profiles that drive sales and increase customer retention.

For more information on implementing the Lytics approach to customer identity resolution into your business, contact the Lytics team today for a personalized solution or to try the product free.