Identity Resolution Readiness Assessment

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Connecting countless identity markers, consumer attributes and intelligence to complete a holistic view of any prospect or customer means achieving true identity resolution. Identity resolution gives marketers the ability to instantly provide engaging experiences to any consumer at any moment. And as consumers now expect relevant personalized messaging, U.S. marketers will invest $2.6 billion annually in identity resolution programs by 2022, according to Winterberry Group.

So, how do you know whether your organization is ready to pursue identity resolution? From beginner to advanced, take a few moments to answer these 11 quick questions to see how you stack up!


Identity graphs are the foundation for successful identity resolution. Does your organization have a master identity graph?


An identity graph is the master consumer database, linking together an organization’s siloed customer and prospect data for a cohesive, 360° view across each enterprise entity. More than ever, organizations need access to an identity graph as their master source of truth for their customer and prospect data for outbound marketing, inbound engagement and analytics intelligence.


Do you have multiple databases within your organization that hold first party customer data? (i.e. CRM, CDP, call center, accounting, delivery, etc.)


The more database silos your organization houses, the more important identity resolution is to your success. By linking the data in these separate silos into an identity graph, you will be able to perform cohesive marketing campaigns and fuel your analytics engine with the most complete picture of your customers and prospects. Merging and linking enables marketers to execute cohesive, personalized marketing campaigns, reduce marketing waste and focus efforts on the consumer segments with the highest likelihood of conversion.


Do you need to tie together consumer identities from many channels (offline, digital, phone) into a single view?


The more identity markers (address, phones, emails, Mobile Ad IDs) you have tied to a single identity, the higher your likelihood of reaching your customers and prospects in each channel in which they engage. Complete and robust identities improve onboarding rates, increase marketing reach, and enable accurate omnichannel marketing initiatives.


Do you need to tie digital devices and other online data points to offline consumer attributes that can’t be captured online (such as age, gender, income)?


Today’s consumers require personalized and relevant messaging from the brands that engage with them. You need to be able to deliver great user experiences, regardless of channel. The foundation for a consistent, engaging consumer experience begins with a single view of all customers and prospects who engage with your brand.


Does deterministic or probabilistic data matter most to you?


Deterministic identity and intelligence data is as close to accurate as any consumer data can be. These powerful identity markers have a one-to-one correlation with a consumer, making it a critical means of omnichannel contact. Probabilistic identity data involves information that is inferred or modeled. While both types of data hold value, for the most accurate identity resolution, you need to build your foundation on deterministic data.


Do you segment your customers and prospects for personalized marketing campaigns and to minimize marketing waste?


Spray and pray marketing is long gone. Consumers demand personalization. To provide them with relevant content, you need effective segmentation. Identity resolution enables segmentation by providing the most complete view of your customers and prospects. Once you know everything you need to know about your consumers, you can begin to segment them into groups for customized and personalized messaging, driving higher engagement, conversions and customer lifetime value.


Are all of your consumer and customer profiles complete in your CRM or CDP? (Do all of your profiles have complete name, address, phone, and email identity data?)


Data decays rapidly.At any given time, 30% or more of a brand’s CRM data is inaccurate or incomplete*. Data completion and hygiene is a key step in increasing conversion rates of new customers and maximizing lifetime value with your current customers.


How many records do you have in your primary database?


As the number of records in your primary database increases, the chance that you have duplicates and inaccurate information also increases. This quickly leads to higher marketing waste, decreased onboarding rates and ineffective consumer targeting. The more consumer records you have in your first-party data, the more critical identity resolution is to ensure effective marketing spend.


Do you struggle with attribution and tying marketing conversions back to each of your consumer marketing channels?


As companies continually strive to be more data-driven, accurate attribution plays a larger role than ever. For marketers to understand their best customers and their top performing channels, they need to understand which campaigns have historically been the most effective. With effective identity resolution, brands are better able to tie campaign conversions back to their first-party data and provide better insights into attribution.


Do you have processes in place to ensure you know the complete identity and profile of your consumers the moment they raise their hands and contact you?


Identity resolution is not just for outbound campaigns. When you are able to resolve an identity the moment a consumer interacts with your brand, you can provide highly relevant, customized offers, greatly improving your ability to convert that prospect to a customer. The faster you are able to resolve an inbound identity, the greater your ability to reduce friction and provide relevant, contextual engagements.


Is it important for you to use the intelligence from your first-party data to drive lookalike targeting for outbound marketing activation?


Finding consumers that look like your best customers is a highly effective marketing strategy. By leveraging identity resolution and additional intelligence from current customer information, you can locate the highest propensity prospects and focus marketing spend and effort on the consumers most likely to convert. Lookalike targeting reduces waste, improves ROI, and increases the efficiency of marketing spend.

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