How our ID graph uses deterministic matching to power human connectivity
One of the great ironies of digital marketing in recent years has been that device proliferation has actually made it more difficult to market to people. Cisco recently estimated that on average, there will be 13 networked devices per person in North America by 2021. Most Americans already use cable modems, wireless routers, smartphones, tablets, laptops, and smart TVs at home and millions will add voice assistants and connected appliances in the coming years. And that’s just at home. Many also shop from the office using desktops or from the field using work-issued mobile phones.
If you don’t know how to connect cookies, mobile IDs and other device IDs to a Customer ID, how can you chart your customer’s path to purchase? How do you know whether you are reaching 13 people or just one switching between multiple devices? How do you know whether you are squandering your advertising budget?
Enter identity resolution
The answer is “Identity resolution,” which can enable brands to control who gets what message with much more precision. Consider cable television companies who want to offer discounts to entice new subscribers without alienating existing subscribers. Identity resolution could help them suppress their ads to existing customers.
This is why Forrester Research declared identity resolution the next battleground of corporate marketing in a recent report called “The Strategic Role of Identity Resolution.” It’s also why BDEX has built the most comprehensive, accurate and up-to-date Identity Graph, or ID Graph, in the industry.
Of course, as MarTech Today explains, not all ID graphs are created equal.
At BDEX, we’ve built ours using deterministic matching, which uses authenticated customer information, such as anonymized log-in data, email addresses, and credit card purchases to match and recognize individuals regardless of which device they are using. For example, if someone uses their email to download an app or log into a website using a new iPhone, our ID graph knows to attribute that device to the Customer ID. This allows BDEX to assure customers that our device matching is 100 percent accurate.
By contrast, many ID Graphs use probabilistic matching, which calculates the probability of a user being connected to devices based on IP address, device type, browser type, location, operating system, and other data signals. While it can be used to analyze more data more quickly, probabilistic matching is not perfectly accurate.
The gold standard of identity resolution
Many deem deterministic matching the gold standard of identity resolution and at BDEX we consider ourselves the gold standard of deterministic matching. Our data platform contains more than 800 million mobile-to-email ID connections thanks to more than 70 partnerships with app developers and other primary data sources.
This means you can send us a batch of Customer IDs and we will return a list of matching device IDs within hours. Our subscribing customers can query our ID Graph in real-time to see all the devices attributable to their target customers in milliseconds. They can match a single ID or all their IDs in a single query and pay only for the matching IDs returned.
BDEX manages more than 800 million mobile IDs, 1 trillion real-time data sets and 1.3 billion email hashes. That makes us the most comprehensive Identity Graph in the United States and explains why some of the biggest brands in marketing come to us for identity resolution.
Anyone can sell you data, but only BDEX can provide the identity resolution needed to power human connectivity and get the most out of your marketing dollar.