#RampUp17: Identity Resolution 101


Identity Resolution 101

Joe StanhopeVice-President and Principal Analyst, Forrester Research

March 6, 2017


Customers are reshaping corporate strategies and technology agendas

InstitutionsCustomers

Information

Price LocationTechnology

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1 : Moment

Welcome to post-digital marketingDiscover

Explore

Buy

Use

Ask

Engage


Identity is the connective tissue for post-digital marketing


Coordinated customer experiences.

Deep customer insights.

Better data governance.


Identity Resolution enables many applications

Source: “The Strategic Role Of Identity Resolution” Forrester report.


Identity resolution is a strategic initiative.


Reconciling the historical known vs. unknown identity framework is challenging

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ID requirements vary by lifecycle stage

1. Forced Choices


Forced Choices

Source: “Bridging The Cross-Device Chasm” Forrester report.


Forced Choices

Source: “Bridging The Cross Device-Chasm” Forrester report.

2. Fragmented Identities


Identity shatters rather than converges


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Lack of portability

3. Lack of Portability


A unintended consequence of ubiquity

Source: “TechRadar™: Marketing And Advertising Technology, Q1 2016” Forrester report


Identity resolution is more than identity.


Identity resolution is a continuous process



Five practical considerations for mastering identity resolution.


1. Assess identities.


Align Identity to use cases



2. Build and manage profiles.


Apply structure to dynamic customer profiles



3. Take data stewardship seriously.


Formal, technical, and emotional usability

Source: “How Dirty Is Your Data?” Forrester report.


4. Take responsibility for quality.


Measure and optimize identity resolution

Source: “The Strategic Role Of Identity Resolution” Forrester report; Icons designed by Madebyoliver on Flaticon

Matching Addressability Accuracy Persistence MarketingPerformance


5. Anticipate the future.


Exciting emerging applications of identity



Identity resolution is corporations’ next competitive battleground.


5. Establish benchmarks to track efficacy.

2. Don’t chase the golden record.

1. Start with the use cases.

3. Go beyond the traditional mindset.

4. Never lose sight of the risks.

#RampUp17: Identity Resolution 101

Marketing

Transcript of #RampUp17: Identity Resolution 101