{"id":20423,"date":"2022-05-11T14:49:33","date_gmt":"2022-05-11T20:49:33","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=20423"},"modified":"2023-06-27T15:17:09","modified_gmt":"2023-06-27T21:17:09","slug":"cdp-identity-resolution","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/identity-resolution\/cdp-identity-resolution\/","title":{"rendered":"3 ways identity helps CDP users do better digital marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">aLet\u2019s put it bluntly\u2014CDP customers are still struggling to use their data to improve their marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Which means they\u2019re not getting as much value as they could from your CDP (painful, in a time of tight budgets).<\/span><\/p>\n<p><strong><a href=\"https:\/\/www.gartner.com\/en\/documents\/4002660-survey-analysis-customer-data-platform-use-is-high-yet-c\" target=\"_blank\" rel=\"noopener\">Gartner reports<\/a><\/strong><span style=\"font-weight: 400;\"> \u201cdigital marketers believe they have the right tools to aggregate and segment customer data, yet still overwhelmingly agree that <\/span><i><span style=\"font-weight: 400;\">leveraging<\/span><\/i><span style=\"font-weight: 400;\"> customer data for digital marketing execution presents a significant challenge.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there\u2019s a simple solution for that\u2014integrate <\/span><a href=\"https:\/\/www.fullcontact.com\/blog\/2022\/02\/09\/identity-resolution\/\"><b>real-time identity resolution (IDR)<\/b><\/a><span style=\"font-weight: 400;\"> into your CDP.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Integrating IDR gives you a fast leg up on the competition, while making life easier for your customers in a few meaningful ways.<\/span><\/p>\n<h1>1. Unify customer data into a single customer view<\/h1>\n<p>Your CDP can do some of this, but you probably struggle a bit delivering on the promise of <strong>fully unified customer data.<\/strong><\/p>\n<p>Let\u2019s say a customer signed up with the brand under two different emails\u2014can you reconcile them to a single person? If not, these two email addresses are now treated as two separate people. This often results in:<\/p>\n<ul>\n<li>Treating high-value customers like any old Joe Schmoe<\/li>\n<li>Sending duplicate emails to the same person<\/li>\n<li>Wasting ad spend by targeting this one person as two people<\/li>\n<li>Misinformed personalization efforts<\/li>\n<\/ul>\n<p>The same thing happens when a customer provides a phone number to customer service. Or buys from you in a brick-and-mortar store. Suddenly, all of these pieces of information look like different people.<\/p>\n<p>By integrating identity resolution into your solution, you can make sure all of these disparate touchpoints are connected to the real person that engaged with the brand. It works by aligning each data point to an <a href=\"https:\/\/www.fullcontact.com\/blog\/2022\/02\/15\/identity-graph\/\"><strong>identity graph<\/strong><\/a> that contains millions of identities and billions of touchpoints\u2014all connected to real people.<\/p>\n<p><a href=\"https:\/\/www.fullcontact.com\/blog\/2022\/02\/15\/identity-graph\/\"><strong>Related Content:<\/strong> The Identity Graph\u2014What Every Marketer Needs to Know<\/a><\/p>\n<p><span style=\"font-weight: 400;\">With the right IDR solution, you\u2019ll be able to offer <\/span><b>40% more linkage and unification of customer and prospect data.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Goodbye, duplicate records. Hello, more efficient and effective marketing.<\/span><\/p>\n<h1>2. Identify website visitors and recognize customers<\/h1>\n<p>One of the biggest gaps in a CDP\u2019s functionality is <strong>identifying unknown website visitors.<\/strong><\/p>\n<p>You may have:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A bunch of email addresses from newsletter subscribers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Phone numbers from customer support conversations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Transactional details and physical addresses from purchases<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Handles from social engagement <\/span><\/li>\n<\/ul>\n<p>But it all means nothing when an unauthenticated visitor shows up on the site. You still know diddly squat about who they are and what they\u2019re interested in\u2014even if they\u2019ve interacted with the brand dozens of times before.<\/p>\n<p>And this means brands can\u2019t populate a personalized offer for products or services.<\/p>\n<p>They can\u2019t enrich the customer profile with the most recent browsing behavior.<\/p>\n<p>And they can\u2019t reach back out to this unauthenticated visitor (at least without using third-party cookies).<\/p>\n<p>#marketingfail<\/p>\n<p>If you want to be able to identify website visitors\u2014even when they\u2019re not logged in\u2014your CDP needs to include identity resolution that resolves website visitors to a real person.<\/p>\n<p>Identity resolution can help marketers to <strong>identify up to 50% more unauthenticated website visitors,<\/strong> automatically increasing the size of the prize when it comes to digital marketing efforts like abandonment campaigns.<\/p>\n<p>The more people you can recognize, the more people you can reach\u2014and the more people you can get back on site to buy.<\/p>\n<h1>3. Extend the brand\u2019s reach with incremental identifiers<\/h1>\n<p>Everyone talks a good omnichannel game, but lots of marketers only have one or two identifiers for each of their customers (email, anyone?). It\u2019s tough to execute personalized, omnichannel marketing with a single email address.<\/p>\n<p>In fact, one of the biggest problems with brands\u2019 identity resolution programs is that they rely on too few identifiers (according to a <a href=\"https:\/\/www.epsilon.com\/us\/insights\/resources\/forrester-study-identity-program\" target=\"_blank\" rel=\"noopener\">Forrester report commissioned by Epsilon<\/a>).<\/p>\n<p>To execute true <strong>omnichannel marketing,<\/strong> brands need more ways to reliably reach people online. And that means appending as many <a href=\"https:\/\/www.fullcontact.com\/blog\/2021\/07\/01\/whats-a-hashed-email\/\"><strong>hashed emails<\/strong><\/a> and <a href=\"https:\/\/www.fullcontact.com\/blog\/2022\/02\/21\/mobile-advertising-id\/\"><strong>mobile ad IDs (MAIDs)<\/strong><\/a> as possible.<\/p>\n<p>Integrating identity resolution into your CDP allows your platform to append these incremental identifiers to terrestrial, email, and mobile identities\u2014<strong>increasing your users\u2019 reach at least 300%.<\/strong><\/p>\n<p>Yes, you read that right&#8230;3X.<\/p>\n<p>That\u2019s one way to stand out in a crowded CDP market.<\/p>\n<p>To get the maximum effect, though, you\u2019ll want to match these touchpoints on the person-level, not cookies, devices, or households. Just think\u2014your browsing behavior is probably a whole lot different than your partner\u2019s, child\u2019s or roommate\u2019s.<\/p>\n<h1>A final word on CDP identity resolution<\/h1>\n<p>Yes, CDP customers are still struggling to use the data at their disposal. But these marketers don\u2019t want another tool\u2014they want to get more out of their existing tools.<\/p>\n<p>Integrating identity resolution into your CDP brings your product one step closer to being that complete digital marketing solution they\u2019re looking for.<\/p>\n<p><strong>Check out <a href=\"https:\/\/www.fullcontact.com\/blog\/2021\/05\/18\/why-i-am-excited-for-marketers-that-fullcontact-is-a-new-adobe-partner\/\">how Adobe has integrated FullContact\u2019s identity resolution<\/a> to offer incremental customer recognition in the moments that matter.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>aLet\u2019s put it bluntly\u2014CDP customers are still struggling to use their data to improve their marketing. Which means they\u2019re not getting as much value as they could from your CDP (painful, in a time of tight budgets). Gartner reports \u201cdigital marketers believe they have the right tools to aggregate and segment customer data, yet still [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_improvement_type_select":"improve_an_existing","_thumb_yes_seoaic":false,"_frame_yes_seoaic":false,"seoaic_generate_description":"","seoaic_improve_instructions_prompt":"","seoaic_rollback_content_improvement":"","seoaic_idea_thumbnail_generator":"","thumbnail_generated":false,"thumbnail_generate_prompt":"","seoaic_article_description":"","seoaic_article_subtitles":[],"footnotes":""},"categories":[6029,99],"tags":[],"class_list":["post-20423","post","type-post","status-publish","format-standard","hentry","category-identity-resolution","category-marketing-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>CDP Identity Resolution | FullContact<\/title>\n<meta name=\"description\" content=\"CDP customers are still struggling to use their data to improve their marketing. There\u2019s a simple solution for that: CDP + identity resolution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fullcontact.com\/blog\/identity-resolution\/cdp-identity-resolution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 ways identity helps CDP users do better digital marketing\" \/>\n<meta property=\"og:description\" content=\"CDP customers are still struggling to use their data to improve their marketing. 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