身份解析的力量 -The Power of Identity Resolution How Customer Intent Signals Can Trigger Revenue-Generating Messaging

ThePowerof

IdentityResolution

HowCustomerIntentSignalsCanTriggerRevenue-GeneratingMessaging

Introduction

Intoday’sincreasinglydigitalshoppinglandscape,brands

haveaccesstoawealthofcustomerdataattheirfingertips.However,thekeytounlockingthefullpotentialofthisdataliesinidentityresolution—theabilitytorecognizeacustomeracrossmultipletouchpoints,devices,andsessions.When

pairedwiththepowerofcustomerintentsignals,identity

resolutionenablesbrandstocraftpersonalized,real-time

messagingthatnotonlyenhancescustomerengagementbutalsodrivessignificantrevenuegrowth.

Thisguidewillexploretheconceptofidentityresolution,thetypesofcustomerintentsignalsthatcanbeleveraged,andhowyoucanusethemtotriggerrevenue-generatingmessagesthroughoutthecustomerlifecycle.

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Contents

WhatisIdentityResolution?Page04

WhyYouWouldNeedIdentityResolutionPage05

HowCanIdentityResolutionCreateRevenueOpportunities?Page07

WhyisIdentityResolutionImportant?Page08

KeyCustomerIntentSignalstoDriveMessagingPage09

HowtoTriggerRevenue-GeneratingMessagingPage11

HowAISuperchargesIdentity’sImpactonRevenuePage13

CriticalCapabilitiesforIdentityResolutionPage14

ConclusionPage16

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WhatisIdentityResolution?

Identityresolutionistheprocessofconnectingvariousdata

pointsfromacrossacustomer’sjourneytoformacomplete,

unifiedprofileofthatindividual.Itinvolveslinkingdisparatepiecesofinformation,suchasemailaddresses,mobilenumbers,deviceIDs,andtheironlinebehaviors,toaccuratelyrecognizeandtargetacustomer,regardlessofwhereorhowtheyengagewithabrand.Itembodiestheconceptofknowingallthatisknowableabout

bothyourcustomersandyourpotentialcustomers.

Identityresolutionpartnershavetechnologythatspanspotentiallythousandsofwebsitesandmayevenbespreadacrossthousandsofadvertisersandpublishers.Thisgivestheidentitypartner

immensereachandtheabilitytoobservetrillionsofbrowse,

click,andpurchasebehaviorsfrombillionsofconsumers.Many

brandsmistakenlyconsidertheirownESPorCDPasarobust

identitysolutionwhentherealvalueliesinunderstandingwhat

consumersdoonotherdigitalproperties,notjustyourown.Thisis

centraltothevalueofanidentityresolutionpartnerthatcanhelpbrandsrecognizeanonymoustraffictotheirwebsitesandprovidefarmorecontextbehindagivenconsumer,ratherthansimply

recognizingadevice.

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WhyYouWouldNeedIdentityResolution

Forstarters,identityresolutioncangreatlyenhanceabrand’sabilitytorecognizeareturningmarketablecontact.Thiscouldbeacustomerorjustsomeoneonyourmarketinglistwhoappearsasanonymouswhenvisitingyourwebsite.

Thereareseveraltechnicalfactorsthatcancauseareturningvisitortoappearasanonymous.Hereareafewexplainedsimply:

First-PartyCookiesCanExpire

Cookiesusedtotrackvisitors(suchassessionoridentificationcookies)mayhaveexpirationdates.Ifthecookiehasexpired,thevisitorwillnolongerberecognized.

VisitorDeletedCookiesorUsedPrivateBrowsing

Ifthevisitorclearstheirbrowsercookiesorisusingabrowserinincognito/privatemode,theymay

appearasaneworanonymousvisitor.

UsingaDifferentDeviceorBrowser

Ifthevisitorisaccessingthewebsitefroma

differentdevice(e.g.,switchingfromdesktoptomobile)orusingadifferentbrowserthatwasnot

previouslyidentifiedbythebrand,theymayappearasanonymous.

LoggedOutofTheirAccount

Ifabrandusesalog-infeature,butthevisitorisnolongerloggedinontheirreturnvisit,thewebsitewon’tbeabletotietheirsessiontotheiruser

account,treatingthemasanonymous.

IPAddressChanges

DynamicIPaddressesthatchangefrequently(e.g.,throughtheuseofVPNs,mobilenetworks,orsimplydynamicIPsfromtheinternetserviceprovider)maycausethewebsitetofailtorecognizetheuser.

UseofAdBlockersorScriptBlockers

Someadblockersorprivacyextensionscan

blockcookies,trackingscripts,orfingerprinting

technologies,preventingwebsitesfromidentifyingreturningvisitors.

Cross-DomainTrackingIssues

Ifthevisitormovesbetweendifferentdomains

ownedbythesamecompany,cross-domain

trackingmightnotbeproperlysetup,whichwouldcausethesystemtofailtorecognizethevisitor

acrossthesedomains.

ChangesinBrowserSettingsorUpdates

Changesinbrowsersettings,suchasincreased

privacymeasures(e.g.,changesinSafari’sIntelligentTrackingPreventionorFirefox’sEnhancedTrackingProtection),mayrestricttheabilitytotrackvisitorsbetweensessions.

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MobileAppvs.WebAccess

Ifavisitorusesbothamobileappandawebsite,

UseofMultipleAccountsorEmailsbyOneVisitor

Ifavisitorusesdifferentaccounts(e.g.,workand

theremaybealackofintegrationbetween

Ultimately,theidentitypartnerisinthebusinessofmakingthismatchwhen

needed,andalsotappingintotheirvastscaleacrossthousandsofwebsites,

advertisers,andpublisherstostitch

togetherthebestpossiblematch.It’salsoworthnotingthatwhileyourESPandCDPhavelimitedcapabilitiestohelpidentifyknownusersbutcertainlydonothavethescaleandintelligenceanidentitypartnerreceivesfromtheirwidenetwork.

personalaccounts)onthesamewebsitewithout

loggingin,theymayappearasdifferentusersorasanonymousdependingonthesession.

Server-SideSessionExpire

Ifthewebsiteusesserver-sidesessionstomanage

userdata(insteadofclient-sidecookies),the

sessionmayexpire,andthevisitorcouldappearasanonymousuponreturn.

thetwo,causingthemtoberecognizedinoneenvironmentbutanonymousintheother.

Third-PartyCookieBlocking

Increasingbrowserrestrictionsonthird-partycookies(e.g.,inSafariorFirefox)maypreventwebsitesfromrecognizinguserswhowere

previouslytrackedwiththird-partycookies.

Identityresolutionpartnersuseallavailabletechnologytomakethebestefforttorecognizeaperson

visitingawebsite.Thisinvolvesstitchingtogetherasingleprofileofeachconsumerthatincludesmultipleemailaddresses,mobilenumbers,andotheridentifyingtechnologysuchasserver-sidetracking,alongsidelong-standingtechnologysuchasfirst-partyandthird-partycookies.

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HowCanIdentityResolution

CreateRevenueOpportunities?

cartscenario—acustomerleavessomethingintheirbasketandbouncesfromthesiteorapp.Thiscan

triggeranemailortextaskingthemtocompletethepurchase.Butyouridentitypartnercanunderstandmanyothersignals,suchasthembrowsingaproductcategoryandbouncingfromyoursite.Orperhaps

theyhaven’tsignedupfortextalertsyet,andthe

identitypartnercanserveupanoptimizedcall-to-actiontojointhemobilemarketinglist.Thereare

numerousintentsignalsthatcanbelinkedbacktothecustomertotriggerpersonalizedemailsortexts,

leveragingarichtapestryofbrowsingandclickingbehaviortomaximizeyourconversionrates

anddriverevenue.

Itisalsoworthnotingthatidentitypartners

significantlyenhanceyourabilitytorecognizewebvisitorswhentheyareusingmultipledevicesto

engagewithyourbrand.Forexample,Johnmay

browseyoursiteduringworkonacompany-issuedlaptop,hemaylookagainatyourapporwebsite

onhisphoneduringhistransithomeandpurchase

viahisiPadinbedthatnight.Regardless,identity

partnersareinthebusinessofrecognizingthese

multipledevicesJohnusesacrossmanydifferent

websites.ThatintelligencehelpsyoustitchtogetherthatjourneyforJohn.Also,youridentitypartnermayknowthebestemailaddresstouseforJohnthatismostlikelytoconvertwhenyousendatriggered

offer.SinceJohnmayhaveseveralemailaddressesregisteredwithyou,youmaynotknowexactlywhichoneisbesttouse.However,youridentitypartnerhasahistoryofJohnonotherpropertiesandcansuggestwhichaddressandevenwhattimetosendJohnyouroffer,optimizingthelikelihoodofconversion.

Moresophisticatedidentitypartnerscannotonly

identifyknowncontactsreturningtoyourdigital

property,butalsobuildprofilesonconsumerswhovisityourdigitalpropertiesandareanonymous

tothebrand.Thismeanstheirbrowsingandclick

historyissavedandcanbeunlockedtoinformfuturemessagesandoffersoncetheyconverttoanopted-incontact.Additionally,theintentsignalsagiven

visitoremitswhenbrowsingandclickingacrossyourpropertycanbeusedtotriggerhyper-personalizedmessagesacrossemail,SMS,andevenadvertising.

Thisdatacanbeusedtooptimizeoffersattheindividuallevel,increasingyourchances

ofconversion.

Forexample,itcancreateopportunitiesfor

triggeredmessagingandofferswhenavisitor

browsesacategoryofproductsbutdoesnotmakeapurchase.Manyarefamiliarwiththeabandoned

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WhyisIdentity

ResolutionImportant?

?Improvecustomersatisfactionbydeliveringtimelyandrelevantcommunications

Withoutit,brandsareleftwithfragmentedcustomerdata,

makingitdifficulttocreateconsistentrelevantexperiences.

Incompleteprofilesleadtomissedopportunitiesforpersonalizedengagement,whileeffectiveidentityresolutionenablesbrandsto:

?Driverevenuegrowthbytriggeringtheright

message,attherightmoment,totherightemailormobilenumber

?MaximizeCPMsandyieldbyhighly

personalizingsegmentsforprogrammaticadactivation

?Understandcustomers’preferencesandbehaviorsinreal-time

?Createpersonalizedmessagingacrossvariouschannels(email,SMS,appnotifications,etc.)

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KeyCustomerIntent

SignalstoDriveMessaging

IdentificationSignals

Thesesignalshelpbrandsidentifywhothecustomeris,eveniftheyhaven’tlogged

intoanaccount.TheycanincludedetailssuchasanIPaddress,cookiedata,oranemailcaptureonawebsite.Identificationsignalsallowyoutotrackacustomer’s

journeyacrossmultipletouchpoints.

UseCase

Acustomerbrowsesyourwebsitewithoutmakingapurchase.Bycapturingtheir

email,youcanfollowupwithpersonalizedproductrecommendationsbasedontheirbrowsinghistoryorofferadiscountto

incentivizetheirnextvisit.

Onceabrandhasestablishedastrong

BehavioralSignals

Behavioralsignalstracktheactions

customerstakewheninteractingwithyourbrand,suchasbrowsingcertainproducts,abandoningtheircart,orengagingwith

specificcontent.

UseCase

Acustomerhasaddedseveralitemsto

theircartbutdidn’tcompletethepurchase.Triggeranautomatedcartabandonment

emailremindingthemoftheirselected

itemsandincludeapersonalizedoffer(e.g.,freeshippingoradiscount)toencouragethemtocompletethepurchase.

identityresolutionframework,thenextstepisleveragingintentsignals—datapointsthatprovideinsightsintoashopper’sbehavior,preferences,andintent.Thesesignals

helpinformwhen,where,andhowtosendmessagesthatresonatewithcustomersandencouragethemtotakeaction.

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LifecycleSignals

Lifecyclesignalsarebasedonwherethe

customerisintheirbuyingjourney,whetherthey’renewtothebrand,aloyalcustomer,orreactivatingafteraperiodofinactivity.Thisinformationcanguidethetimingandtypeofmessagesacustomerreceives.

UseCase

Acustomerbrowsesyourwebsitewithoutmakingapurchase.Bycapturingtheir

email,youcanfollowupwithpersonalizedproductrecommendationsbasedontheirbrowsinghistoryorofferadiscountto

incentivizetheirnextvisit.

TransactionalSignals

Transactionalsignalscapturedatarelatedtoacustomer’spurchasehistory,suchaswhattheybought,howmuchtheyspent,andwhentheymadethepurchase.Thisinformationiscrucialforpost-purchasefollow-upsanddrivingfuturesales.

UseCase

Acustomerrecentlypurchasedalaptop.

Sendthemafollow-upemailwith

recommendationsforaccessories(e.g.,

cases,keyboards)orofferadiscounton

complementaryproductstoincreasetheiroveralllifetimevalue.

ProductSignals

Thesesignalsprovideinformationabout

thespecificproductscustomersare

engagingwith,suchasproductviews,wishlists,orpurchases.Theyhelppredictfuturebehaviorandpreferences.

UseCase

Acustomerfrequentlyviewscertain

categoriesorproducttypes(e.g.,

runningshoes).Sendthempersonalizedrecommendationsforsimilaror

complementaryproductsbasedontheirpastinteractions,potentiallydriving

additionalpurchases.

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HowtoTriggerRevenue-GeneratingMessaging

Whenyouconsideraddingtextmessaging,eitherSMSorMMS,it’salsoimportanttohaveasingledecisioningenginethatunderstandstheconsumer’swantsand

needssothatcross-channelmessagingiscohesive.

Leveragingthepowerofidentityresolutionandcustomer

intentsignalsenablesbrandstoimplementpersonalized,

targetedmessagingthatnotonlyenhancescustomer

experiencebutalsoboostsrevenue.It’salsoimportantto

determinehowandwhereyouwantyourmessagingtooccur.

Thismaybedoneusingyouridentitypartner’stext

capabilitiesoryourown,buthavingthedecisioningattheidentitypartnerlevelcangreatlyhelpdeliverthebestexperiencefortheconsumer.

Formostbrands,addinganewESPorasecondpartyto

sendemailsiscumbersome,potentiallyexpensive,and

alsoproblematicforasingleunifiedcustomerexperience.FindinganidentitypartnerthatintegratesseamlesslyintoyourexistingESPforemailmessagingispreferable.

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Hereareafewstrategiestoconsideronceyou’veestablishedyourprocessfordecisioningandexecutingofsends:

AbandonedCartReminders

CartabandonmentisoneofthemostcommonchallengesforeCommercebrands.However,it’salsoasignificant

opportunityforrevenuerecovery.Byusingbehavioralandtransactionalsignals,brandscansendpersonalizedcartabandonmentemailsthatremindcustomersoftheitemstheyleftbehind.Addingincentives,suchasdiscounts

orfreeshippingcanfurtherencouragethemtocompletetheirpurchase.

Re-engagementCampaigns

Lifecycleandtransactionalsignalscanindicatewhena

customerhasgonedormantorhasn’tinteractedwithyourbrandinawhile.Triggeringare-engagementcampaign

withpersonalizedmessaging(suchasaspecialdiscount

orhighlightingnewproductstheymightlike)canhelp

reactivatethesecustomers.Thesecampaignsareespeciallyusefulduringkeyshoppingseasonsorwhenlaunchingnewproductsthatmayappealtopreviouslyengagedcustomers.

PersonalizedProductRecommendations

Byusingcustomerintentsignalslikebrowsingbehavior

andpurchasehistory,youcansendhighlyrelevantproductrecommendations.Theserecommendationsshouldbe

timelyandreflectthecustomer’sdemonstratedinterests.

Forinstance,ifacustomerregularlybrowsesacertaincategory(e.g.,outdoorgear),sendingthemupdatesonnewarrivalsorrelatedproductscanincreasethe

likelihoodofconversion.

Post-PurchaseFollow-Up

Transactionalsignalscanalsoassistwithpost-purchase

follow-ups,suchassendingproductcaretips,warranty

information,orsuggestionsforcomplementaryproducts.

Thesecommunicationsnotonlyenhancethecustomer’s

experiencebutalsodriveadditionalsalesbyrecommendingitemsthatcomplementtheirrecentpurchase.

HighlyTargetedAds

Marketers,advertisers,andpublisherscanleverageintentsignalsandidentitynetworkstorecognizesitevisitorsandensurepersonalizedadsareserved,ortoserveretargetingadsaftervisitorsfailtoconvert.

TriggeredLifecycleEmails

Customersmovethroughdifferentstagesoftheir

relationshipwithabrand,fromacquisitiontoretention

toreactivation.Usinglifecyclesignals,brandscantrigger

emailsthatalignwithwhereacustomerisintheirjourney.Forexample,welcomeemailscannurturenewcustomers,whileloyaltyprogramremindersorexclusivediscountscankeepestablishedcustomerscomingback.

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HowAISupercharges

Identity’sImpactonRevenue

Nowthatwe’veestablishedwhatidentityresolutionis,howit

works,andwhatitcando,let’stalkabouthowAIandmachine

learningcansuperchargeitsimpactonyourrevenue.Depending

onyouridentitypartner,theyhaveaccesstoanimmenseamountofconsumerdatatheycanusetoinformyourmarketingstrategies.Gonearethedaysofjourneyorchestrationwherehumanmarketerswouldlayoutthestepsaconsumercouldtakethroughouttheir

experiencewithyourbrand.LeveragingAIontopofthisdata

removesthehumandecisionsoutoftheprocessandoptimizes

allofyourconsumers’intentsignalsinrealtimetomakebetter

decisionsonhow,when,where,andwhattoofferthem.AIand

machinelearningarefarmorecapableofoptimizingyourconsumerjourneythananyhumancouldbe.Thisisgreatnewsbecausethe

humansinyourmarketingteamcanfocusonmorehumantasks

whilethedataandAIbringspeedandefficiencytoyourtriggeredmessaging,leadingtooptimalconversionsandincreasedrevenue.

It’scriticalwhenevaluatingidentityresolutionpartnersto

understandtheirAIcapabilitiesandtheirroadmap.Bewareof

“AIwashing,”whichreferstotheapplicationofAIinsuperficial

andnon-criticalusecases.HavingAIchangecopyorcreativehasquicklybecometablestakes.It’sagiventhatyourpartnerswill

havethosecapabilities.Butdigindeeptounderstandhowtheyaretappingintotheirdataalongsideyourfirst-partydatatomaximizedecisioningandtheimpactonyourrevenue.Thisalsosupports

theideathatyourpartnershouldbetiedtodeliveringoutcomes

ratherthansimplyaserviceorplatformaccess.Partnersthat

guaranteeoutcomesarefarmoreconfidentintheircapabilitiesandtechnologythanonessellingyouseatsorsubscriptions.

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CriticalCapabilitiesforIdentityResolution

Whenconsideringanidentityresolutionsolution,thereareseveralcriticalcapabilitiesthatcanhelpyourorganizationeffectivelynavigatethe

evolvingdigitalecosystem.Thesecapabilitiesensurethatyouridentityresolutionapproachisfuture-proof,scalable,andcompliantwithprivacyregulations.Here’swhattoprioritize:

1.First-PartyDataUtilization

Withthird-partycookiesonthedecline,leveragingfirst-partydataisnon-negotiableforsustainableidentityresolution.Solutions

shouldrelyonsignalsindependentofcookiestogenerate

persistentidentifiers,enablingtherecognitionofvisitorsacrossdevicesandsessions.First-partydataensurescompliancewithprivacyregulationsandprovidesbusinesseswithgreatercontrolovertheircustomerdata.

2.ComprehensiveIdentityGraph

Arobustidentityresolutionsolutionshouldmaintainawell-

developedidentitygraph,integratingdatafromvarioussources

torecognizeawiderangeofconsumerdevicesandprofiles.

Thisgraphshouldbecontinuouslyupdated,ensuringaccuracy

intrackingovertime.Byconsolidatingemails,phonenumbers,

DeviceIDs,browsingbehavior,andthird-partyidentifiersintoa

singleviewpoweredbymachinelearning,businessescandrive

morepersonalizedexperiencesandprecisemarketingactivations.

3.Cross-PlatformIdentityEnrichment

Astrongidentityresolutionstrategyincludestheabilitytoenrich

identitydatabyintegratingwithestablishedframeworkssuchasUID2.Thiscapabilityallowsadvertiserstocreatescalable,cookie-less

segmentsforprogrammaticadvertising,whilepublisherscanresolveanonymoustrafficintoaddressableaudiences.Identityenrichment

helpsensurethatevenunknownvisitorscanbematchedtoexistingcustomerprofiles,maximizingvalueandimprovingtargetingaccuracy.

4.Cross-SiteandCross-DeviceTracking

Tocreateaseamlesscustomerexperience,it’sessentialtoidentify

visitorsacrossmultiplesitesanddevices.Effectiveidentityresolutionsolutionsusebothprobabilisticanddeterministicmethodstomatchtraffictoanindividual’semailaddress,phonenumber,orotherkey

identifiers.Thiscapabilityallowsbusinessestomaintainconsistencyintheirmessagingandinteractionsacrossdifferentchannels,drivingstrongerengagement.

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7.EncryptedDataTransfers

Datasecurityisanon-negotiableaspectofidentityresolution.Ensurethatalldatatransfersoccurthroughsecurechannels,

suchasSFTPorHTTPS,withTLSencryption.Theseencrypteddatatransfersprovideanadditionallayerofprotection,ensuringthatsensitivecustomerdataremainssecureduringcollection,processing,andactivation.

5.Server-SideTracking

Toextendthetimeframeinwhichvisitorscanberecognized,

server-sidetrackingshouldbeintegratedintoyouridentity

resolutionefforts.Byrelyingonfirst-partycookiesandserver-

to-serverconnections,businessescanimprovereturn-visit

recognitionanddeliverbetter,morepersonalizedon-site

experiences.Server-sidetrackingensuresthatdatacollection

Byprioritizingthesecriticalcapabilities,organizationscanbuildastrongfoundationforidentityresolutionthatnotonlyenhancescustomerrecognitionandpersonalizationbut

alsoensuresprivacy,compliance,andsecurityinanever-changingdigitallandscape.

remainsaccurateandpersistent,evenasbrowser-basedtrackingbecomesmorelimited.

6.PrivacyandCompliance

AsprivacyregulationslikeGDPRandCCPAevolve,complianceisacriticalcapabilityforanyidentitysolution.Ensurethat

yourplatformisfullycompliantwithglobalprivacylawsandframeworks,includingtheIAB’sTransparencyandConsentFramework(TCF).Additionally,adheringtobestpractices

establishedbyindustrybodiesliketheDigitalAdvertisingAllianceandtheNetworkAdvertisingInitiativecanhelpsafeguardyour

brand’sreputation.

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Conclusion:TheRevenue

ImpactofIdentityResolutionandCustomerIntentSignals

Identityresolutionandcustomerintentsignalsformthefoundationof

modern,data-drivenmarketingstrategies.Byunderstandingwhoyour

customersare,whattheywant,andhowtheybehave,youcancraft

personalized,timelymessagesthatresonatewiththemateverystageoftheirjourney.Thisapproachnotonlyimprovescustomerengagementbutalsodrivessignificantrevenuegrowth.

Whetherthroughpersonalizedproductrecommendations,timelycart

abandonmentreminders,orlifecycle-triggeredcampaigns,thepossibilitiesforrevenue-generatingmessagingarevast.Brandsthatinvestinrobust

identityresolutionandleveragecustomerintentsignalseffectivelywillbebetterpositionedtomeetcustomerexpectations,fosterloyalty,andachievesustainablegrowth.

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TheWunderkindAdvantage