2 minute read

Navigating the Customer Identity Resolution Landscape

Recently, we discussed how customer identity resolution will continue to be one of the big martech buzzwords for 2019—and will likely be at the top of many marketers’ priority lists going into the new year. Forrester recently released their “Now Tech: Identity Resolution” report to give B2C marketers a better idea of the current customer identity resolution vendors out there and their capabilities available today. 

Forrester defines customer identity resolution as: “The process of integrating identifiers across available touchpoints and devices with behavior, transaction, and contextual information into a cohesive and addressable consumer profile for marketing analysis, orchestration, and delivery.” 

Consumer browsing and buying habits are no longer linear—they continue to blur the lines between channels and devices—yet they expect brands to identify, personalize, and deliver on their needs no matter where they engage. Customer identity resolution solves the problem of disconnected sources of identity by connecting these interactions across multiple email addresses, touchpoints, and devices belonging to a single consumer. This helps marketers easily identify, understand, and manage individual customers wherever they choose to engage with your brand to support more robust segmentation, targeting, personalization, and addressability within emails, on your website, and so on.

In early 2018, we launched customer identity resolution as part of our data activation capabilities with a complete connection of unique consumer behavior—making it much simpler for marketers to recognize them and send relevant messages based on their cross channel and device behaviors. We’ve been included in this recent Forrester Now Tech report as an identity resolution vendor because of our market presence and functionality:


Joe Stanhope, key Forrester analyst for identity resolution, outlines in the report that B2C marketers can largely benefit from customer identity resolution by improving customer data management, better target and personalize customer interactions, and gain efficiencies through measurement. 

He also outlined four key areas of functionality that identity resolution vendors can solve for marketers:

  1. Customer Data Onboardinghelps connect offline known customer data for online marketing engagement use
  2. First-person PII - helps connect and apply a persistent identifier for individual customer interactions across all touchpoints
  3. Digital Identity - helps brands target and personalize across online channels
  4. Cross-Device Linking - helps marketers link multiple devices that are connected to individual consumers or with the same household to ensure customer experiences are consistent and fluid across devices

With this research in mind, if customer identity resolution isn't a top  priority for 2019, it should be. It's an essential solution to help marketers who want to identify, connect, attribute, activate, and automate their customer data to create better profiles of and better interactions with their customers.

To learn more about SmarterHQ's customer identity resolution capabilities, request a demo.