Identity resolution is foundational for discovering customer insights. It requires collecting and linking data to an individual Person and then triggering that information to engage them in the perfect time with the perfect message via the right channel.
The most innovative businesses are using increasingly complex, next-gen People-Based "Identity Graphs" that include demographic, behavioral, financial, lifestyle, purchase, and other information. The information is gathered from numerous sources, such as purchase transactions, surveys, email providers, public records, and device ID providers.
Any business or marketing professional that asserts or aspires to be "Customer Obsessed" needs to get Identity Resolution right.
When you do, the competitive advantage is REAL.