营销人员身份识别指南（英文版）_26页_1mb

Summary of A Marketer's Guide to Identity Resolution

Core Content

Identity resolution is a critical component in modern marketing, enabling marketers to create a singular, unified view of the consumer across multiple channels and platforms. This report outlines the importance of identity resolution, its evolution, and the strategies required to implement it effectively.

Main Points

Identity Resolution Overview

• Definition: Identity resolution is the process of identifying and linking multiple identity signals to a single consumer profile.
• Purpose: It allows for accurate audience targeting, measurement, and personalization across all marketing touchpoints.
• Terminology Clarification: Identity resolution differs from identity management, which typically refers to secure access and authentication. In marketing, identity resolution focuses on connecting consumer data across channels.

Identity Maturity

• Identity resolution progresses from anonymous (based on cookies/IP) to known (based on PII and other signals).
• The goal is to move from a basic device-level identity to a comprehensive person-level identity that can be used for targeted marketing.

Anatomy of an Identity

• Terrestrial: Includes PII such as name, address, and phone number.
• Device: Refers to device identifiers like cookies, IP addresses, and device IDs (IDFA, AdID).
• Digital: Involves identifiers like email, social handles, and usernames.
• Combining these signals creates a unified identity graph for a 360-degree view of the consumer.

The Identity Graph

• The identity graph is a centralized repository that links all identity signals to a single consumer profile.
• It requires integration of first-party, second-party, and third-party data.
• Data must be stored securely in a centralized system to support marketing activation and insights.

Compliance

• Compliance is essential for identity resolution, especially under regulations like GDPR.
• It involves managing data collection, sharing, and user permissions.
• Compliance does not limit data association but ensures data is used responsibly and securely.

Audience Portability

Activating Audiences

• Audience portability allows marketers to activate audiences across different platforms and channels.
• It is enabled through identity resolution, which links consumer data across multiple touchpoints.
• Marketers can use this capability to activate audiences on DMPs, DSPs, social platforms, and premium publishers.

Strategies for Audience Portability

• Start with a terrestrial identity (name, address, email) and build from there.
• Integrate second- and third-party data to enhance the identity graph.
• Use onboarding providers to match offline data with digital identifiers.
• Ensure data protection through hashing, encryption, and governed processes.

Benefits of Audience Portability

• Enables consistent targeting and messaging across channels.
• Supports advanced audience extension and suppression techniques.
• Facilitates look-alike modeling and more accurate marketing performance.

Analytics and Measurement

Unified Event Stream

• A unified event stream is created by linking consumer interactions to a single identity.
• It includes data from various sources like in-store transactions, website visits, and call center interactions.
• The event stream provides a longitudinal history of consumer behavior, which is essential for analytics and measurement.

Marketing Performance Management

• The unified event stream supports marketing performance measurement, attribution, and customer journey analysis.
• It enables the tracking of conversion events across different channels and media.
• Insights from the event stream help refine marketing strategies and improve customer engagement.

Cross-Device Capabilities

Value of Cross-Device

• Cross-device resolution enhances targeting, measurement, and analytics by linking identities across devices.
• It helps in understanding consumer behavior across all stages of the marketing funnel.
• Enables more accurate attribution and personalized marketing experiences.

Cross-Device Use Cases

• Audience Amplification: Retargeting or personalizing the experience across devices.
• Audience Extension: Creating look-alike audiences based on past conversions.
• Audience Suppression: Avoiding irrelevant messaging to consumers who have already engaged with a product.
• Behavior Analysis: Understanding cross-device interactions to tailor marketing strategies.
• Journey Mapping: Plotting the customer journey using cross-device data to align with natural engagement patterns.
• Fractional Attribution: Assigning credit to different devices and touchpoints that contribute to a conversion.

Example: First-Party Cross-Device Graph

• A user's identity can be linked across devices using first-party data like email and device IDs.
• Signals such as cookies, IDFA, and AdID are used to connect user profiles over time.
• This integration supports a comprehensive and accurate identity graph.

Conclusion

Identity resolution is the backbone of modern marketing strategies, enabling precise audience targeting, measurement, and personalization. It requires a combination of data collection, integration, and compliance to build a unified and secure view of the consumer. A well-structured identity resolution strategy supports cross-device targeting, audience portability, and advanced analytics, all of which contribute to more effective and measurable marketing outcomes.