What is Identity resolution?

Posted by ujwal on December 27th, 2019

Identity Resolution is the ability by which financial marketers resolve or identify customers across multiple channels and devices. It allows them to obtain a holistic customer view by keeping track of their online and offline activities. This enables them to instantly recognize users whenever they come online and perform a certain activity on any digital touchpoint.

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.

One can achieve Identity Resolution by using a CDP. Here are two ways to do it:

1. Deterministic Matching

2. Probabilistic Matching