2018-营销人员身份识别指南（英文版）-1mb

Summary of A Marketer's Guide to Identity Resolution

Core Content

Identity resolution is the process of creating a unified, accurate view of the consumer across all marketing and operational ecosystems. It goes beyond traditional identity management and enables marketers to activate audiences at the person level, improve measurement and analytics, and deliver personalized customer experiences.

Main Points

Identity Resolution Overview

• Definition: Identity resolution is about connecting multiple identity signals across channels to create a single, trusted view of the consumer.
• Importance: It is the backbone for orchestrating customer experiences, enabling audience portability, and providing insights for marketing performance.
• Terminology: Identity management in marketing refers to identity resolution, not just secure access or authentication.

Identity Maturity

• Identity resolution progresses from anonymous (based on IP or cookie) to partial (some identification) to definitive (true person-level identification).
• The goal is to move from unknown to known identities by integrating data across terrestrial, device, and digital signals.

The Anatomy of an Identity

1. Terrestrial: Based on traditional data like name, address, and phone/email.
2. Device: Identifies users through device IDs, cookies, or other device-based signals.
3. Digital: Includes identifiers like social handles, email addresses, and usernames.

• Linking these three tiers is essential for creating a unified identity graph that represents the consumer at a person level.

The Identity Graph

• The identity graph is a centralized repository of all identity signals associated with a consumer.
• It enables 360-degree consumer insights and supports audience portability across platforms.
• Requires integration of first-party, second-party, and third-party data sources.
• Data must be securely processed using hashing, encryption, and governed protocols to protect PII.

Compliance

• Compliance is not optional and is central to identity resolution.
• It ensures that data collection and sharing are done in line with GDPR and other regulations.
• Compliance models do not limit data associations but govern the use and management of data.
• Marketers must have user permission mechanisms to support compliance and data activation.

Audience Portability

• Enables marketers to activate audiences across channels and platforms.

• Requires dissociation of audience creation from the channel.

• Key benefits:

  • Activating email audiences on paid social and display media
  • Enhancing site personalization
  • Optimizing keyword bids in paid search

• Data onboarding is a critical component of audience portability:

  • Allows offline PII to be matched with digital identifiers
  • Supports activation on DMPs, DSPs, and direct publishers
  • Provides real-time targeting and personalization capabilities

• Onboarding is achieved through partnerships with data providers and involves:

  • Deterministic and probabilistic matching methods
  • Data protection measures to ensure privacy and compliance

Analytics and Measurement

• A unified event stream is created by associating user interactions with a unified identity.

• It enables:

  • Person-level analytics
  • Aggregate analytics (segment, product, brand, etc.)
  • Marketing performance measurement and attribution

• Marketing performance management includes:

  • Performance measurement across channels and media
  • Customer experience analysis at the individual level
  • Audience engagement analysis to optimize strategies

• Event stream analytics supports:

  • Look-alike modeling
  • Behavioral analysis across devices
  • Journey mapping based on real customer interactions
  • Fractional attribution to better understand marketing impact

Cross-Device

• Cross-device capabilities enhance identity resolution by linking device interactions to a single consumer profile.

• Benefits:

  • Audience amplification (retargeting across devices)
  • Audience extension (look-alike modeling based on device behavior)
  • Audience suppression (avoiding irrelevant retargeting)
  • Behavior analysis across devices and funnel stages
  • Journey mapping with cross-device touchpoints
  • Fractional attribution for better performance understanding

• First-party cross-device graph can be built using:

  • Email address as a common identifier
  • Device IDs (IDFA, IDFV, AdID) from different touchpoints
  • Integration of cookies, device identifiers, and digital signals to form a comprehensive identity view

Key Takeaways

• Identity resolution is a multi-tiered strategy involving terrestrial, device, and digital data.
• Compliance is essential and must be integrated into identity resolution processes.
• Audience portability allows for consistent targeting across channels and platforms.
• Data onboarding is a key step in enabling cross-platform activation.
• Unified event stream and cross-device intelligence are critical for advanced analytics and measurement.
• A well-structured identity graph is the foundation for all these capabilities and must be centralized and secure.

Conclusion

Identity resolution is not just about data collection; it's about connecting identities, ensuring compliance, and leveraging insights for effective audience activation and personalized marketing. A comprehensive strategy that integrates first, second, and third-party data is essential for achieving a 360-degree view of the customer and driving measurable marketing outcomes.