Identity Resolution

This page explains about the Identity resolution and its key advantages.

In today’s digital world, people use multiple devices—smartphones, laptops, tablets—throughout their day. For instance, you might search for a new phone on your laptop during lunch and later continue browsing on your phone. Businesses face a challenge: how can they connect all these actions to know it's you?

This is where identity resolution comes in. It links a customer's interactions across devices and platforms into one profile, making personalized experiences possible.

What is identity resolution?

Identity resolution is how a Customer Data Platform (CDP) connects customer actions—like visiting a website, clicking an ad, or opening an email—into a single, unified profile. This helps businesses understand their customers better and deliver relevant messages, no matter where or how the customer interacts with them.

Why is identity resolution important?

It Tracks Anonymous, New, and Existing Users:

  • Anonymous Users: Imagine visiting an online store for the first time and browsing shoes. The CDP assigns a unique ID to track your actions. If you return later on the same device, it recognizes you and continues building your profile.
  • New Users: If the system doesn’t recognize you, it creates a new profile. As you engage more, the profile grows with details like your preferences and behaviors.
  • Existing Users: If you share information like an email or phone number, the CDP checks if you already have a profile. If it finds one, it merges your actions, creating a complete view of you.

It Connects Data Across Devices:

For example, you search for "best headphones" on your phone and later open a related email on your laptop. Identity resolution links both actions, helping the brand understand your journey as one customer, not two separate users.

How It Works

  • When you interact with a business, the CDP assigns you an ID.
  • If you revisit, the system recognizes your ID and updates your profile.
  • If you switch devices or share identifiable details (like logging in), the system merges your data into one profile.

Why It’s Useful

Identity resolution lets businesses create tailored experiences. They know what you like and where you’ve interacted, so they can send you relevant ads, emails, or notifications that feel personal. It ensures seamless interactions, no matter how many devices you use.

In short, identity resolution is the foundation for understanding and serving customers better in today’s multi-device world.