Identity resolution has turn into an important tool for brand marketers searching for to understand with confidence who their customers are, what channels they use and the way they need their data protected.
Researching identity resolution vendors
Once you establish an enterprise identity resolution platform is sensible for your corporation, spend time researching individual vendors and their capabilities by doing the next:
- Create and prioritize a list of identity resolution use cases, from essential to not essential.
- Use that list as a basis on your research — most of the vendors profiled on this report also provide blogs, ebooks and interactive tools that may help.
- Make a list of the vendors meeting your criteria, reach out to them and set a deadline for replies.
- Decide whether or not you wish to engage in a formal RFI/RFP process.
Identity resolution isn’t only critical to marketing success but is crucial for compliance with consumer privacy laws similar to CCPA and GDPR. Explore the platforms essential to identity resolution in the most recent edition of this MarTech Intelligence Report.
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RFI/RFP process
The RFI/RFP process is a person preference, nevertheless ensure to give the identical criteria to each vendor to facilitate comparison. The simplest RFPs only request relevant information and supply ample details about your brand and its identity resolution needs. It should reflect high-level strategic goals and KPIs. For example, mention your organization’s most significant KPIs and the way you will evaluate the success of your efforts. Include details about timelines and the platforms in your existing martech stack.
When written properly, an RFP will facilitate the sales process and ensure everyone involved comes to a shared understanding of the aim, requirements, scope and structure of the intended purchase. From the RFP responses, you must have the ability to narrow your list down to three or 4 platforms to demo.
Demo the platforms
Schedule demos as close together as possible for one of the best comparisons. Make sure all potential users are on the demo call and listen to the next:
- How easy is it to use?
- Does the seller understand our business and marketing needs?
- Are they showing us our “must-have” features?
Questions for vendors
Here are some questions to ask vendors that touch on necessary considerations in your identity resolution search:
Data onboarding and privacy
- Does the platform support first-party data onboarding?
- Can we incorporate any of our private customer IDs into the platform?
- Do you utilize probabilistic, deterministic or a hybrid approach to matching?
- How do you validate the accuracy of your deterministic matches?
- What match rate can we expect, given our vertical market and database size?
- How do you comply with privacy regulations and consumer alternative?
Identity graph
- Do you own or license your referential identity data?
- What are your identity data sources?
- How do you validate the standard of your identity graph?
- How much of your data is addressable?
- How is your identity graph linked to offline PII?
- Do your identity capabilities apply to non-U.S. markets?
Martech and adtech integration
- How does the platform integrate with martech platforms (i.e., CRMs, DSPs, CDPs)?
- Does the platform feature any built-in data activation capabilities (i.e., personalized email or ad campaign execution)?
- Do you’ve APIs available for data import/export?
- What reporting do you provide that may document the ROI from our identity efforts?
Customer support
- What sort of customer support is included — can we pick up the phone to report problems?
- Will we have now a dedicated account manager and technical support?
- Do you offer a proof-of-concept to measure potential performance and scale?
- Do you provide a self-service option wherein we are able to manage identity data?
- What sort of skilled services can be found — and the way much do they cost?
- How does the corporate handle requests for product modifications?
- What latest features are you considering?
- What’s the long-term roadmap and launch dates?
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Identity resolution platforms: A snapshot
What it’s. Identity resolution is the science of connecting the growing volume of consumer identifiers to one individual as she or he interacts across channels and devices.
What the tools do. Identity resolution technology connects those identifiers to one individual. It draws this helpful data from the assorted channels and devices customers interact with, similar to connected speakers, home management solutions, smart TVs, and wearable devices. It’s a crucial tool because the variety of devices connected to IP networks is predicted to climb to greater than 3 times the worldwide population by 2023, according to the Cisco Annual Internet Report.
Why it’s hot now. More people expect relevant brand experiences across each stage of their buying journeys. One-size-fits-all marketing doesn’t work; buyers know what information sellers must have and the way they need to use it. Also, inaccurate targeting wastes campaign spending and fails to generate results.
This is why investment in identity resolution programs is growing amongst brand marketers. These technologies also ensure their activities stay in keeping with privacy regulations.
Why we care. The most successful digital marketing strategies depend on knowing your potential customer. Knowing what they’re enthusiastic about, what they’ve purchased before — even what demographic group they belong to — is crucial.
Dig deeper: What is identity resolution and the way are platforms adapting to privacy changes?
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