How does a quality CDP help identity resolution?

Increasingly, we see how much identity resolution has become an integral element of customer data platforms. Identity resolution capabilities have steadily been integrated into CDP frameworks as businesses ponder the changing meaning of resolving identities online due to the impending dissolution of third-party cookies. Marketers are evaluating how they can access third-party data as the landscape changes, with identity resolution providers forming partnerships with CDP specialists to develop viable solutions. 

A quality customer data platform creates increased use cases for identity resolution, with integrations potentially built into media buying, attribution, and alternative solutions. Here’s why identity resolution and CDPs correlate so well. 

Identity resolution offers a holistic view of customers for marketers

Identity resolution is a concept that allows marketers to consolidate collected user information spanning disparate sources properly. With ID resolution, marketing efficiency is the focal point as individual customer profiles are delivered to boost the effectiveness of marketing efforts. 

Different tools are used throughout the buyer journey to engage buyers and track purchasing behavior. However, customer data platforms have offered more robust solutions by solving cross-device tracking; detecting when a person is accessing a website from different devices. 

Whenever marketers want to push customer data to social platforms like Facebook for retargeting purposes, it’s key that marketers send as much unique data as possible so the platforms significantly improve audience match rates. By using identity resolution, via a CDP, marketers can effectively combine various user IDs and create a master profile, ensuring they get a holistic view of customers in one setting, reducing time and exertion. Plus, identity resolution offers the statistical confidence necessary to make viable customer decisions. 

Without identity resolution, marketers are left with duplicate, incomplete user records as well as the inaccessibility to accurate single customer profiles. Additionally, it’s harder for marketers to comply with data requirements, and the omnichannel experience is greatly diminished if not eradicated. 

How do you integrate identity resolution with a quality CDP?

Identity resolution is a vital aspect of day-to-day marketing activities, easing platform integration to get high-quality user platforms and helping marketers leverage data effectively. 

For example, a marketer uses a platform to send emails to various users who have signed up to use the trial version of a product while simultaneously using another platform to capture subscription details. The marketer seeks a seamless integration method that prevents him/her from sending the same email to trialists and paid subscribers. Identity resolution solves this conundrum, allowing marketers to successfully integrate both platforms to get an accurate user profile for each person, eliminating duplicate entries along the way. With unique information at the marketer’s disposal, they can increase the level of personalization for future marketing campaigns. 

A CDP provides refreshed viewpoints of identity  

Customer data platforms can merge the complete history of individual users, including known and anonymous interactions, regardless of how or where the users interact with the brand. A high-quality CDP offers a 360-degree view of users by unifying interactions across their servers and other touchpoints. 

One of the drawbacks of identity resolution is that not every tool identifies users in the same manner; some platforms may use emails to identify users while others use mobile devices. The more platforms that are added, the more complex things can become. A CDP gradually erases such concerns for external IDs, consistently delivering trusted customer data to power marketing initiatives and operations. By integrating multiple platforms, marketers can reduce the complexity by using a CDP and ease the user identification process. 

Identity resolution ensures enhanced data quality, improving marketing efficiency. However, customer data platforms improve the organization, enabling marketing-focused brands to access detailed customer databases without going through the added hassle. Plus, using a CDP reduces the costs of maintaining and upgrading expensive software to model customer information, software that data scientists and developers typically manage. 

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