In Part 2 of "Your Data, Your Way", we tackled the concept of identity resolution. Identity resolution isn't a topic that's often discussed by marketers, but it has major implications for go-to-market teams. Watch the replay of our 30-minute webinar below or read the recap for our key takeaways.
Identity resolution is SO important for good customer data management.
At Hull, we've often said that the root cause of a lot of customer data issues comes from a weak identity resolution strategy. Those issues can include:
- Duplicate data records
- Inaccurate behavioral tracking
- Gaps in the data
- Incorrect object relationships
What is identity resolution?
Identity resolution is the process of "matching" a person's data record in Software A with their data record in Software B, C, D, etc. so that at the end of the day, there is consensus that all of the software systems are referring to the same person the way they should be.
Whew! That's a lot to take in.
Identity resolution helps to "connect the dots" in a person's unified profile so that you end up with a complete customer journey.
In the webinar, we discussed two types of identity resolution:
- Deterministic identity resolution, which uses a unique identifier (like a email address or cookie) to stitch profiles together.
- Probabilistic identity resolution, which uses existing data on a person (like browsing history or IP address) to infer their identity.
In practice, identity resolution is extremely complex, and that's because all of the different software systems out there have their own unique way of defining identities. Your CRM or marketing automation platform likely uses email address as their unique ID for each person, whereas your billing system may generate a unique numeric ID.
More unique identifiers = more flexibility
Matching and reconciling identities across multiple platforms is no small feat, but Hull's intelligent identity resolution incorporates multiple unique identifiers to offer more flexibility.
These identifiers are:
- Email address or domain name
- External ID
- Anonymous ID
Pairing these identifiers up allows our platform to offer a more comprehensive identity resolution experience.
To see how Hull resolves identities in action, scroll back up to watch the video replay of our webinar!
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Angela brings over a decade of B2B technology marketing experience to her role as the Director of Marketing at Hull. Prior to Hull, she spent 5 years at utility data aggregator, Urjanet, where she held various roles in demand generation, marketing operations, and product marketing.