What’s the one thing marketers have always had issues with? It’s the need to achieve a unified customer view. With changing data privacy regulations, it has become more difficult to generate a single view of the customer.
Earlier, marketers used to benefit from third-party cookies to track visitor data. However, this feature is on the brink of extinction.
According to Forbes, Google has started rolling out a new feature called Tracking Protection for 1% of all Chrome users. It deprecates third-party cookies and limits the use of cross-site tracking by default for 30 million people. This indeed came as a shock to almost 51% of global marketers.
As a result, marketers like you need something new to create accurate targeting initiatives for customers. In this blog post, we’ll discuss a secret that can help business owners and marketers know their audience.
Understanding Identity Resolution
The secret to providing a comprehensive customer view is leveraging identity resolution. You can refer to it as a marketing strategy that helps bring all customer behavior into a single and unified identity.
This tactic analyzes interaction on various platforms, channels, and devices to create single customer identities. Advertisers can then access this data to build a targeted marketing or advertising campaign. The best part is that this technology complies with user privacy regulations.
Think of it this way: You’re collecting data from customers who use mobile devices and desktops. However, you have no idea whether the data came from the same consumer or not. Identity resolution can reconcile this data (even if it’s drawn from different sources) to help you attribute activities to the same customer.
What Do You Mean by Identity Device Graph?
According to Intent IQ, an identity device graph is a database where customer data is collected from multiple sources. It then binds this data into a single user identity.
For example, an identity graph can maintain an accurate and real-time map of relationships between browsers, apps, devices, consumer habits, demographics, etc.
That’s why it’s possible to anonymously match unidentified clusters with other users. It can further advance first-party data and bind it to a single unique ID or user identity.
However, these ID numbers cannot be ignored after collection. If you keep the unified user identity static, the identity resolution technology and its strategy will become outdated. The thing is, data and ID collections must remain consistent and continuous to help you adapt to any new information.
How Can Identity Graphs Help You and Your Customers?
Did you know that 75% of marketers still rely heavily on the use of third-party cookies? However, in a cookieless era, you will face issues with targeting precision, limited user measurements, reduced personalization, etc.
Thankfully, identity graphs act as a cookieless advertising solution that uses contextual and first-party data. This helps with cross-device and behavioral targeting. Many industry leaders believe this technology has 92% to 97% accuracy.
But how can identity device graphs help you and your customers? To know that, take a look at the following:
Unified Customer View
On average, USD 88 billion (about 23%) spent by marketers on programmatic advertising or ad buying goes to waste. We can speculate that this can happen due to poor data quality. Thankfully, a marketing strategy with identity resolution can help increase ad quality with more accurate data.
An identity device graph can also facilitate a unified customer view because of the following:
- It helps connect user interactions across various platforms and devices to gather cross-device insights.
- It helps marketers understand interests and preferences for behavioral analysis through comprehensive data aggregation.
- It enables you to offer targeted messaging and tailored experiences based on detailed customer profiles.
Enhanced Customer Experience
We’ve talked about how identity graphs can help marketers and business owners with targeted advertising. However, we haven’t discussed how it can help the customers as a whole.
As mentioned earlier, identity resolution can help enhance personalization. According to TechTarget, personalization is crucial because it can enhance customer experiences and build lifelong relationships with them.
Good personalization makes customers happy. When they’re happy, they will recommend your brand to their friends and promote it on social media.
The thing is, identity device graphs help marketers understand their customers. Once understood, you can create targeted and personalized advertising campaigns that resonate with the customer. As a result, this positive customer experience will enable higher conversion rates, create brand loyalty, and build trust.
The identity graph can indeed empower marketers to generate cohesive customer data. Based on this, you’ll get a good view of consumer behavior across various devices.
Moreover, the identity resolution technology stitches fragmented data points together to offer insights about interests, purchasing behavior, and user preferences. As a result, you can personalize and target your marketing or advertising strategies. It can also improve the effectiveness of these campaigns and bring better ROI.