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4 Reasons Why Every Marketer Needs Identity Resolution

August 14, 2018 - By Anne Curtin, Sr. Director of Marketing, Nielsen Visual IQ

4 Reasons Why Every Marketer Needs Identity Resolution

For marketers, the battleground for customers has never been so competitive, or so complicated. Modern consumers don’t distinguish between marketing channels and tactics, and they certainly don’t envision themselves engaged in a “customer journey.”

They are simply seeking products and services that meet their needs – and they want their buying experiences to be relevant, convenient and friction-free. What’s more, they want brands to understand them and earn their loyalty.

To be successful, you need to target, measure and optimize your marketing and advertising at the level of real people.

These soaring consumer expectations have put identity resolution in the spotlight. If marketers don’t know who they are interacting with, then they can’t tailor their marketing and advertising to drive the behaviors and business outcomes they care about most.

So, exactly what is identity resolution, and why should marketers care about it?

Identity resolution for marketing is the discipline of recognizing people across channels and devices and associating them with information used for marketing and advertising. It’s the foundation that fuels a people-based marketing and measurement strategy.

4 Reasons Why Every Marketer Needs Identity Resolution

Today, consumer experience creates competitive advantage. As marketers contend with rising consumer expectations and their complex journeys to conversion, identity resolution becomes more important than ever. Here are four reasons why:

1. Linking customers and prospects across channels and devices

90% of U.S. households now own at least one digital device (smartphone, desktop, laptop computer, tablet or streaming media), and the typical American household has five of them. Nearly one-in-five American households (18%) are “hyper-connected” – meaning they own 10 or more of these devices.

The widespread adoption of digital devices makes identity management a requirement for marketing success. If marketers don’t have a comprehensive view of the consumer journey across channels and devices at an individual level, then they can’t improve the value of each interaction.

2. Understanding consumer attributes and behaviors

Optimizing experiences requires more than just knowing who your customers are—it also means understanding their interests, needs and preferences.

By combining effective cross-device and cross-channel identification with demographic, intent, interest and other audience attribute data, marketers can get a 360-degree view of each consumer that facilitates more precise targeting and highly relevant, effective messaging.

3. Connecting the digital and physical worlds

Consumers expect a seamless experience from their mobile device to the desktop to an in-store visit, yet most marketers struggle to correlate online activity with point of sale purchases, in-store sales and other offline conversions.

Identity resolution can help bridge the gap between the digital and physical world, so marketers can better manage the total consumer experience.

4. Measuring and optimizing performance

To optimize marketing and advertising performance, marketers must combine the profile data they have about their customers and prospects with marketing performance.

When identity resolution is integrated with multi-touch attribution, marketers gain unparalleled insight into the creative messages, offers and tactics that drive desired behaviors and outcomes by audience.

Without identity resolution, marketers can’t target the right customers and prospects with the most effective message, on their preferred channel or device.

People-Based Marketing Intelligence for a New Age

Few trends have taken the world by storm like people-based marketing. As consumer expectations have soared and their journeys have grown more complex, the old school, ‘spray-and-pray’ approaches to marketing have become much less effective.

To be successful, you need to target, measure and optimize your marketing and advertising at the level of real people.

Identity resolution is the backbone of a people-based marketing and measurement strategy. For customer-obsessed marketers, it provides a holistic view of each consumer based on his or her unique attributes and interactions with a brand.

When integrated with multi-touch attribution, marketers gain actionable intelligence into the channels and tactics that influence a specific audience, so they can optimize budgets, experiences, and business results.

Learn More

To learn how to measure the influence of every marketing touchpoint, download our ebook: Why You Can’t Afford to Ignore People-Based Measurement

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