Connected CRM & Big Data – Part 3 of 4 – Known and Unknown Identities

The following articles are from a white paper that I wrote for Merkle. You can find the original white paper on the Merkle website. I will post the white paper in 4 parts. This is part 3 of 4.

As we move beyond collecting and storing data, the core component of marketing solutions must still be considered. How do we bring together the disparate data sources and rationalize them to a single individual? Over time, most of our organizations have developed robust customer data integration (CDI) capabilities. We are able to rationalize different names and addresses to a single person. In some cases, we have even incorporated other identity attributes: phone number or email address. In the digital world, these traditional identity attributes do not lend themselves well to the integration of data. As a digital consumer I am better identified by cookie, IP, device fingerprint, or even an avatar. Identity resolution of these attributes falls to digital data integration (DDI) on some form of an online data management platform (DMP). The challenge exists in the marriage of these two integration capabilities, or connected recognition (CR).

Connected Recognition

Connected recognition is the bridge between traditional CDI and DDI. With CR, we need to link anonymous identity attributes with identifiable identity attributes. We must be able maintain the activities of anonymous individuals over time, so when they become known we can associate those anonymous activities to the known individual. Not only is CR a system to maintain the rules on how we create the associations, it is a learning system that remembers all past events and associations to either the known or unknown individual.

As organizations have adopted DDI capabilities, they have created some limited connection to the offline world. This is usually accomplished via a quote or order identifier. They have not taken these associations to the next level, as is common in many of our CDI solutions. They have not rationalized the activities to aggregate identities, for instance household. This constrains our 360⁰ view of the customer. In reality many companies are struggling to even rationalize the digital data alone.

The lack of an identity resolution bridge via Connected Recognition leads to more distinct silos in our marketing efforts. In turn, this limits out ability to optimize and measure our marketing efforts, and we must solve for Connected Recognition in order to maintain the value of our data assets.