Identity Resolutions and Customer Data Platform

Posted by ujwal on July 17th, 2019

Achieving identity resolution enables marketers to deliver real-time personalized messages to customers based on their individual preferences. For example, a financial firm that has a complete view of a particular customer can understand the type of product/service that he is looking for. As a result, the firm can target him on his preferred channels with contextually personalized offers. Such targeted marketing campaigns increase online conversions and subsequently builds customer brand loyalty.

Scenario 1 A user visits a bank’s website from his desktop and logs in. He checks his financial dashboard and later starts browsing other pages on the site.

Scenario 2 The same user browses the bank’s website anonymously on his desktop without logging in. He checks out a few pages and drops off the site.

Scenario 3 The user again visits the bank’s website anonymously from his mobile and doesn’t log in. He spends some time looking at a few pages and drops off the site.

In Scenario 1, as the user has already logged in, the bank can easily identify the user.

In Scenario 2, if the user hasn’t cleared his browser’s cookie history, the bank will be able to check if the user had previously visited their website earlier using his cookie ID. If the user had previously logged in from the same cookie ID, the bank will be able to know who the user is exactly. If the user had used another browser to browse the bank’s website, the bank will not be able to guess the identity of the user.

In Scenario 3, the bank cannot identify the user at all. They only know an anonymous user’s visit and his activity on their website through a mobile device.

In the above scenarios, true identity resolution is obtained if the bank is able to analyze and arrive at a conclusion that the user in all 3 scenarios is the same. Similarly, if a financial organization can keep track of all online and offline activities of a consumer and tie them under one consumer profile, a complete and comprehensive view of the consumer is derived.

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ujwal

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ujwal
Joined: April 5th, 2019
Articles Posted: 20

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