Customer Acquisition 101: Identity Graphs

Consumers are more connected than ever. With a couple of taps, we’re able to answer any burning questions that come to mind. As more technology is released, more channels begin to populate and can complicate the way marketers interact with a given audience.

As we concentrate on relevancy, consistency, and timeliness, it’s important to revisit the basics. A way to connect offline and online data sets to get a unified view of your customer base: an Identity Graph.

So, What is an Identity Graph?

You might have heard the phrase “Identity Graph” thrown around when mapping out your newest go to market strategy.

An Identity Graph is a database that hosts all known data points for individual customers.

Data points such as hashed email addresses, phone numbers, physical address, and web history can all be included in a customer’s profile. An Identity Graph takes all of these identifying data points to create a better understanding of a customer’s habits - including behavioral data such as transactional activity and browsing history.

What can I do with an Identity Graph?

Enhance personalization

The greatest benefit to having your own Identity Graph is the ability to access data that can further personalize your marketing efforts. Understanding your customer’s interests and needs can provide a powerful foundation for your campaigns.

“Data, in all its manifold forms and uses, can also help us tell a story. Storytelling helps us connect our customers with the values and traditions behind our products and services and our company.” -Andrews Wharton

An Identity Graph allows your customer service team to cater their responses to the specific customer they are interacting with. These personalized interactions can really make a difference when it comes to acquiring new customers (and keeping them away from the competition).

Effectively target your audience

Your customer utilizes multiple channels, devices, and platforms on a daily basis. Unifying their personal identifiers allows marketers to recognize and target the right content in the right place.

Optimize performance

Monitor performance across every campaign on every channel more accurately. Advertisers can see where their spend is well spent and where over-saturation is occuring.

Identity Resolution

The process of unifying unique identifiers to a single profile is called Identity Resolution. Matching during the Identity Resolution process is how you can determine which data aligns with the information you currently have on file. Individual and Household matching will allow you to link the appropriate data with your given product category.

For instance, a financial advisor would use individual matching given the sensitive nature of one’s finances.

But, retailers can utilize household matching to increase the effectiveness of their messaging to an entire household. Grouping a household’s interests together, retailers can market their product to the entire household rather than one individual.

Maximize Your Impact

Andrews Wharton is known for sourcing data across the entire marketplace and curating it for your unique needs. We understand the importance of accurate, verified, and compliant data.

We’d be happy to deliver a successful Identity Resolution to you to further your success.