Post by nurnobisorker14 on Oct 31, 2024 4:03:57 GMT
In an increasingly omnichannel and cross-device context, where the customer journey is less and less linear and unfolds across multiple points of contact, it is becoming increasingly difficult to recognize the user .
The touchpoints between businesses and consumers are multiplying, and at the same time, the amount of data released by users at each touchpoint is also increasing.
Lots of information, a multiplicity of channels and sources: if data increasingly represents a fundamental strategic resource for companies and brands, the greatest bulk email campaigns risk is that it remains unexpressed due to its fragmentation.
The search for a unified and holistic vision of the customer therefore becomes truly fundamental.
Because if on the one hand everything is changing, one certainty remains firm: it is the centrality of the customer, the keystone of successful marketing campaigns!
Identity Resolution: Why is it so important in marketing?
Identity Resolution and MOS: The Benefit of Going Beyond Identity Matching
Identity Resolution: Why is it so important in marketing?
We have already had the opportunity on several occasions to address the issue of identity resolution and also to go into the details of a more "academic" definition of it.
Identity Resolution MOS
This time we want to highlight the real benefits that using identity resolution-focused strategies brings to marketing.
Unified Customer View: Identity resolution allows you to create a unified profile of each individual customer from an omnichannel and cross-device perspective, providing a comprehensive view of their behavior and preferences.
More effective personalization activities : By understanding a user’s identity, strategists and marketers can pivot their strategies towards creating personalized experiences, improving engagement and conversion rates.
More profiled audiences : Identity resolution allows you to focus strategies and activities on more profiled audiences. All this translates into optimized performance and investment for each campaign.
Real-time Recognition : The ability to recognize a single customer in real-time enables timely and relevant interactions, improving customer satisfaction.
Identity Resolution and MOS: The Benefit of Going Beyond Identity Matching
When it comes to solutions focused on identity resolution processes, the most common risk is often running into platforms that rely on identity matching processes rather than identity resolution .
While this may be considered a non-issue when activities and strategies involve first-party data and brand-owned channels, it may become a non-issue when activities and strategies involve paid channels.
Let’s find out why.
In an identity matching process, there is usually the association of devices, emails or other digital identifiers with already known users/customers. An identity resolution process, on the other hand, relies not only on the possibility of merging, but above all of resolving into a single ID, the different identifiers that are assigned to the same user in the different interactions with the different devices.
All this allows even more detailed profiling activities, which are certainly relevant for paid media activities.
Unified customer view
Blendee's Marketing Operating System enables the creation of complete, real-time, unified customer views through identity resolution processes .
At the base of the process, the construction of an identity graph which allows to collect and unify:
Device generated identifiers (MAID, TVID);
Identifiers generated by the application context (PPID, WEBID based on proprietary and third-party databases);
Strong identifiers (email, phone number) that are issued by the user during registration and authentication.
The various identifiers collected are linked and make it possible to define associations between identifiers of people and devices , when the user connects, association of devices of the AdTech platform (ID Matching), association between devices taking into account contextual attributes such as connection, geographic location which provide interesting data for profiling
In particular, Blendee's marketing operating system :
offers a data collaboration engine that allows you to capture and combine data to improve targeting accuracy in a privacy-friendly environment;
enables interaction with other identification systems through data clean rooms ;
allows the use of strong identifiers such as emails to retarget users on closed ecosystems such as Amazon, Google, Meta;
enables the use of enhanced privacy technologies (such as Google's Privacy Sandbox, profiling and cohort measurement) that are being marketed as the solution to the deprecation of third-party cookies.
At a time when more users are seeking and demanding personalized and relevant experiences, identity resolution solutions are key to winning strategies to increase revenue and retention.
The touchpoints between businesses and consumers are multiplying, and at the same time, the amount of data released by users at each touchpoint is also increasing.
Lots of information, a multiplicity of channels and sources: if data increasingly represents a fundamental strategic resource for companies and brands, the greatest bulk email campaigns risk is that it remains unexpressed due to its fragmentation.
The search for a unified and holistic vision of the customer therefore becomes truly fundamental.
Because if on the one hand everything is changing, one certainty remains firm: it is the centrality of the customer, the keystone of successful marketing campaigns!
Identity Resolution: Why is it so important in marketing?
Identity Resolution and MOS: The Benefit of Going Beyond Identity Matching
Identity Resolution: Why is it so important in marketing?
We have already had the opportunity on several occasions to address the issue of identity resolution and also to go into the details of a more "academic" definition of it.
Identity Resolution MOS
This time we want to highlight the real benefits that using identity resolution-focused strategies brings to marketing.
Unified Customer View: Identity resolution allows you to create a unified profile of each individual customer from an omnichannel and cross-device perspective, providing a comprehensive view of their behavior and preferences.
More effective personalization activities : By understanding a user’s identity, strategists and marketers can pivot their strategies towards creating personalized experiences, improving engagement and conversion rates.
More profiled audiences : Identity resolution allows you to focus strategies and activities on more profiled audiences. All this translates into optimized performance and investment for each campaign.
Real-time Recognition : The ability to recognize a single customer in real-time enables timely and relevant interactions, improving customer satisfaction.
Identity Resolution and MOS: The Benefit of Going Beyond Identity Matching
When it comes to solutions focused on identity resolution processes, the most common risk is often running into platforms that rely on identity matching processes rather than identity resolution .
While this may be considered a non-issue when activities and strategies involve first-party data and brand-owned channels, it may become a non-issue when activities and strategies involve paid channels.
Let’s find out why.
In an identity matching process, there is usually the association of devices, emails or other digital identifiers with already known users/customers. An identity resolution process, on the other hand, relies not only on the possibility of merging, but above all of resolving into a single ID, the different identifiers that are assigned to the same user in the different interactions with the different devices.
All this allows even more detailed profiling activities, which are certainly relevant for paid media activities.
Unified customer view
Blendee's Marketing Operating System enables the creation of complete, real-time, unified customer views through identity resolution processes .
At the base of the process, the construction of an identity graph which allows to collect and unify:
Device generated identifiers (MAID, TVID);
Identifiers generated by the application context (PPID, WEBID based on proprietary and third-party databases);
Strong identifiers (email, phone number) that are issued by the user during registration and authentication.
The various identifiers collected are linked and make it possible to define associations between identifiers of people and devices , when the user connects, association of devices of the AdTech platform (ID Matching), association between devices taking into account contextual attributes such as connection, geographic location which provide interesting data for profiling
In particular, Blendee's marketing operating system :
offers a data collaboration engine that allows you to capture and combine data to improve targeting accuracy in a privacy-friendly environment;
enables interaction with other identification systems through data clean rooms ;
allows the use of strong identifiers such as emails to retarget users on closed ecosystems such as Amazon, Google, Meta;
enables the use of enhanced privacy technologies (such as Google's Privacy Sandbox, profiling and cohort measurement) that are being marketed as the solution to the deprecation of third-party cookies.
At a time when more users are seeking and demanding personalized and relevant experiences, identity resolution solutions are key to winning strategies to increase revenue and retention.