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Crawl, Walk, Run Approach to Identity Resolution, Part 2: Picking up the Pace

Now that you’ve established the foundation of your identity resolution strategy, it’s time to move to the next level. The walk phase of your identity resolution strategy should be focused on expanding the functionality that was established during the foundational crawl phase. Consider the following opportunities when taking the next step in your identity resolution maturity path:

Enhance terrestrial identity with second- and third-party sources and demographics

With your terrestrial identity resolution processes in place, you can begin to scale your consumer data integration capabilities. This includes integrating consumer demographic appends and second- and third-party prospect sources. Demographic appends greatly enhance segmentation, selection, analytics, and model scoring opportunities. Second- and third-party consumer sources enhance prospecting reach to drive new acquisition opportunities. Coupling second- and third-party consumer sources with demographic data takes prospect selection and targeting opportunities to another level of sophistication.

Incorporate real-time terrestrial identity resolution

Enabling terrestrial identity resolution services in a real-time mode expands your ability to recognize consumers from virtually any touch point where PII is exchanged.

These capabilities help drive advanced decisioning and personalization enhancements across consumer interactions.

Implement digital and device identity resolution

Solving for digital and device identity can be managed in a variety of ways depending on use case. For this stage of your identity resolution maturity path, the focus is likely to be on consumer identity to support analytics. Analytic-driven identity typically starts with first-party website activity. Like CDI from the crawl phase, this capability can be outsourced or developed in house. In either scenario, the ingestion of raw digital log data from digital platforms into a data lake (or similar environment) is the first step. Data stitching and linking processes are layered into the environment to establish the associations between digital and device identifiers across the raw digital data.

Create a unified identity graph

Associating known consumer identity (from the terrestrial identity graph) to the digital and device identity forms the unified identity graph. The unified identity graph provides the means to link online and offline data silos to support a wide array of marketing and analytical use cases. The unified identity graph provides a 360-degree view of your customer and is the center of the identity resolution strategy moving forward.

Implement compliance rules

At this stage, the focus is on implementing the broad set of legal, industry, and corporate compliance standards. For example, with the inclusion of the digital and device identity graph, it is important to consider embedding compliance rules into the graph to ensure the identifiers being captured are appropriately managed ongoing. This includes the ability to expire or remove associations when they are no longer valid or the consumer has indicated a change to their digital preferences.

Begin activation with PII to cookie onboarding

With the terrestrial identity resolution and enhancement processes in place, organizations can define and build highly targeted audiences. These audiences can then be activated online using a partnership with an onboarding provider who can securely match consumer PII to cookie pools. This provides marketers new opportunities to reach known consumers across a wide range of digital media platforms.

Keep an eye out for part three, covering the run phase, where we will talk about accelerating and optimizing capabilities to fully support people-based marketing.

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