Multichannel marketing is a double-edged sword. As the number of touch points increases, so too does the volume and variety of consumer data available to brands. Which can be either a huge opportunity or a massive problem for marketers. An opportunity – to get to know what consumers really want, and create experiences that deliver. Or a problem – because unless you can tie all those customer identifiers back to real people, you don’t truly understand who you’re marketing to. That’s where Identity Resolution comes in. Check out this Slideshare to see why every marketer should care about Identity Resolution.

1. WhyIdentityResolution
matterstoeverymarketer

2. Why Identity Resolution matters to every marketer 2
Whatever you call it (multichannel,
cross-channel…), marketing needs
to work wherever consumers are…

3. Why Identity Resolution matters to every marketer 3
and they’re everywhere.

4. Why Identity Resolution matters to every marketer 44
This is a great opportunity for brands.

5. Why Identity Resolution matters to every marketer 5
Because the more you learn about
how consumers behave in different
contexts, the smarter you get
at improving your offers and
personalising your campaigns.

6. Why Identity Resolution matters to every marketer 6
Butthere’s
acatch.

7. Why Identity Resolution matters to every marketer 7
When you interact with your audience
in lots of ways in lots of places, offline
and online, you can end up with hundreds
of customer identifiers standing for just
a single real-life human being.

8. Why Identity Resolution matters to every marketer 8
mobile ID ABC
Tablet ID XYZanonymous cookie 123
Rebecca Smith at XYZ Data Lane
bsmith@bsmith.com
That’s because the person you and
your agency know as Becky Smith
at bsmith@bsmith.com can also be
‘anonymous cookie 123’ to your digital
ad platform, ‘mobile ID ABC’ on your
mobile site, and ‘Rebecca Smith at
XYZ Data Lane’ to your third-party
data provider.

9. Why Identity Resolution matters to every marketer 9
mobile ID ABC
Tablet ID XYZanonymous cookie 123
Rebecca Smith at XYZ Data Lane
bsmith@bsmith.com
Things can get messy. It’s easy to make
the wrong connections between data
points or miss them altogether.
Which means you and the companies
that support you could be overlooking
valuable audience segments, duplicating
effort, and creating a confused, incoherent
customer experience.

10. 1: https://www.gartner.com/marketing/multi-channel-marketing/
“Over 90% of marketers struggle to
seamlessly connect more than three
channels on the buyer journey.”
– Gartner1
Why Identity Resolution matters to every marketer 10

11. Why Identity Resolution matters to every marketer 11
It’sbadnews
forcustomers.

12. Why Identity Resolution matters to every marketer 12
Soit’sbadnewsforyou.

13. Why Identity Resolution matters to every marketer 13
This fragmentation is the biggest
obstacle between brands and
truly people-based marketing
that speaks to the real individuals
behind all those identifiers.

14. Why Identity Resolution matters to every marketer 14
Identity Resolution
And the single most important facet
of people-based marketing is

15. Why Identity Resolution matters to every marketer 15
Identity resolution.
Definition:
The process of connecting the hundreds of identifiers
used by different channels, platforms, and devices
in near real-time, so marketers and the companies
that support them – agencies, technology platforms,
data owners, and publishers – can tie them all back
to the same person in a deterministic, privacy-safe
way in order to enable people-based targeting,
measurement, and personalisation.

16. Why Identity Resolution matters to every marketer 16
It’snoteasy.

17. Why Identity Resolution matters to every marketer 17
The threat of fragmentation is always
present, as you supplement what
you know with new information
from additional first-, second- and
third-party sources, and onboard
them to marketing platforms.

18. “Over 60% of marketers are looking
to increase the number of technology
vendors they work with.”2
Why Identity Resolution matters to every marketer 18
2: LiveRamp – The State of People Based Marketing

19. Why Identity Resolution matters to every marketer 19
And while customer identifiers
stay static, real people have a
habit of moving around, changing
their tastes, and generally making
it hard to keep profiles up-to-date
and accurate, so you need to
refresh them with data in as
close to near-time as possible.

20. Why Identity Resolution matters to every marketer 20
3: LiveRamp – The State of People Based Marketing
Identity resolution helps you connect the dots.
“Marketers who don’t work with resolution
vendors report that they find it three times
more difficult to use offline data to target
and personalise.
And they’re nearly three times less confident
at recognising consumers in digital channels.”
3

21. Why Identity Resolution matters to every marketer 21
It’s hard work, but the rewards
are worth the effort. Intelligent
identity resolution gives you:

22. Why Identity Resolution matters to every marketer 22
It’s hard work, but the rewards
are worth the effort. Intelligent
identity resolution gives you:
• More effective targeting

23. Why Identity Resolution matters to every marketer 23
It’s hard work, but the rewards
are worth the effort. Intelligent
identity resolution gives you:
• More effective targeting
• Omnichannel measurement

24. Why Identity Resolution matters to every marketer 24
It’s hard work, but the rewards
are worth the effort. Intelligent
identity resolution gives you:
• More effective targeting
• Omnichannel measurement
• Personalisation everywhere

25. Why Identity Resolution matters to every marketer 25
When it works, it’s not just
marketers who win – agencies,
data owners, technology
providers, publishers, and,
ultimately, consumers all benefit.

26. Why Identity Resolution matters to every marketer 26
You may already be onboarding CRM segments to
digital advertising platforms, connecting offline and
online data for a more complete picture of consumers.
This is a great start, helping you personalise, measure,
and optimise campaigns more effectively – and
achieve greater returns on your marketing spend, fast.
Why Identity Resolution matters to every marketer 26

27. Why Identity Resolution matters to every marketer 27
Butthere’salways
moretodo.
Why Identity Resolution matters to every marketer 27

28. Why Identity Resolution matters to every marketer 28
For people-based marketing
to make a difference, it has to
recognise customers and prospects
across channels, devices, and
sessions – not just in the moment
but throughout the consumer-
brand relationship.
Why Identity Resolution matters to every marketer 28

29. Why Identity Resolution matters to every marketer 29
That’s the challenge marketers
face today.
The smart ones are responding
with identity resolution that’s
persistent, online-offline, and
privacy safe.
Why Identity Resolution matters to every marketer 29

30. Why Identity Resolution matters to every marketer 30
Without identity resolution, people-
based marketing cannot succeed.
When we get it right, everyone wins.
If you’re serious about marketing to
real people in smart ways, read our
eBook about identity resolution.
liveramp.uk