Identity resolution is at the core of personalized buyer experiences. Brands must know who buyers are and how they’ve navigated the path to purchase in order to deliver the individualized, contextually relevant experiences needed for optimal conversion. 

And that presents a significant challenge when a visitor to your brand’s site isn’t logged in, hasn’t previously submitted a form, or opened a marketing email.

“A lot of brands don’t want to put gates between the customer and the content, the offers or the products that are there, so they don’t require any kind of authentication,” said CDP Resolution founder Gregory Kotovos on the recent live webinar Identity Resolution: Secrets to Success. “So how do I recognize that anonymous cookie back to my CRM data?” The answer: Continuous and real-time onboarding and activation, which works in concert with identity resolution to ensure the CDP has the latest information from the graph — the foundational data asset that ties back behavioral and historical data to actual people — is refreshed at the exact moment that new data enters its system.

The CDP Resolution identity add-on for your CDP recognizes anonymous or unauthenticated visitors across channels and maps the buyer to the persistent identifier within your CDP. “We create the linkage between that site visitor and the person that exists in the CRM data,”. “That linkage is primarily deterministic where we’ve seen that customer in an authenticated state, or we’ve seen that customer in a registration state on that specific device in the past.”

“Deterministic” is the key word here. While we also deal with probabilistic modeling, we do our best to ensure the person interacting with your content or cart is who they saw they are. 

Brands with the tools to instantly and accurately tie site traffic to person-based identifiers can:

• Build your TAM, a relevant high-quality audience that doesn’t just “look like” your buyer but is actually the people you need to target. 
• Combine online and offline behavioral data to improve user authentication, understand their journey 
• Personalize experiences such as product and content recommendations. 
• Connect onsite behavior to known buyers to trigger personalized emails. 

Not convinced? Try CDP Resolution’s identity resolution inside your CDP for free. “We’ll tell you how many buyers we can resolve for you,” So far, we are seeing increased resolution rates for our buyers as high as 30 to 50 percent, which can change the trajectory for brands.

Test drive our capabilities to determine how many of your brand’s buyers you can resolve through the CDP Resolution network. The free trial offers firsthand insight into why the quality of onboarding match rates matters far more than the quantity of matches, as well as perspective on identity graph development.