Deterministic Identity Resolution: How Should Marketers Use it?

As marketers enter 2022 and inch closer to the post-cookie era, deterministic identity resolution is becoming a top priority. With first-party data reigning supreme, it’s deterministic identity resolution that enables marketers to establish smart and personalized communications with their audiences.

So, what is deterministic identity resolution?

Before we get into the different ways marketers should use it, we first need to understand what it means.

Deterministic identity resolution is the process of determining (a.k.a resolving) customer identities based on information that is known to be true, such as first-party data. Using identity resolution tools, such as the BDEX ID Graph, marketers integrate new data into their existing customer records by searching for matches among the identifiers they already have. Unlike the probabilistic approach, deterministic focuses on the certainty of consumers’ actions rather than assumptions.

In this sense, it’s a more precise approach because it’s based on the first-party data customers actually provided. With the right data, it allows marketers to build highly accurate customer profiles. 

So, how should marketers take advantage of deterministic identity resolution tools?

1. Deliver Personalized Content:

After creating customer profiles, deterministic identity resolution becomes necessary for successful one-on-one customer interactions. Marketers can leverage deterministic profiles to better deliver personalized and relevant content throughout the customer journey. Since personalization is a top priority for today’s consumers, it’s important that marketers meet their expectations with the right information. Deterministic tools ensure that marketers build connections with consumers based on accurate data. Moreover, it protects marketers from depending on uncertain matches that could jeopardize their consumer relationships.

Deterministic tools are also essential for maintaining personalized customer service. Because deterministic graphs link data from different sources, customer service teams have direct access to the right information to resolve customer inquiries faster and more efficiently.

2. Maximize Use of First-Party Data:

In today’s first-party data world, deterministic identity resolution is key to maximizing your data’s full potential. As much as deterministic identity resolution depends on first-party data, there are key differences between the two. First-party data includes deterministic data, but it also includes other valuable information like behavioral data and purchase history. In a study by Lytics, 92% of brands surveyed considered first-party data “more important than ever” amid the deprecation of third-party cookies.

While marketers understand how important first-party data is, it’s not always easily accessible. The most challenging part of first-party data is getting customers to provide this information in the first place. That’s why we see more brands using promotions or personalized products to acquire customer information and amass their first-party arsenal. Doing so allows brands to build out their customer profiles to better personalize their offering to each customer’s needs, increasing making their marketing ROI. 

3. Consistent Communication Across Platforms:

As marketers collect first party-data and form a complete view of their audiences, they also need to think about how to interact with customers across multiple channels. Fortunately, deterministic identity resolution allows brands to consistently and confidently connect with customers across multiple channels and devices. This helps marketers grow real relationships with engaged customers and reach them with the right message at the right time. In turn, these connections are likely to lead to more conversions and higher sales. Furthermore, deterministic identity resolution helps link device IDs to user profiles, allowing marketers to better understand the role of each channel in conversions.

As we kick off 2022, it’s time for marketers to reevaluate their identity resolution strategies. To make the most of their first-party data, marketers need to leverage deterministic identity resolution to deliver personalized content and communicate consistently with their audience across all channels. Looking ahead, we predict that these tools will increasingly power customer-brand relationships, becoming a must-have solution in every marketer’s toolbox.