Identity Management: The Future Of Marketing

According to Google, 90% of owners of multiple devices switch between screens to complete tasks. So, the importance of being able to accurately identify consumers across devices and marketing channels -- or identity resolution -- cannot be overstated.

This is especially true in industries like insurance, where shopping journeys typically involve extensive research and comparison shopping over time.

There’s a high cost to unidentified consumers. Failing to invest in identity resolution leads to canned messaging, wasted marketing spending and lost opportunity to cross-sell and up-sell existing customers.

Today’s shoppers demand personalization. The logical next step to identity resolution, then, is using the additional data that comes with it to improve the customer experience in a process called identity management.

Identity management involves reconciling what you know about an individual -- static demographic information, such as income, as well as personal attributes like existing vehicle and homeownership with real-time behavioral data, specifically actions that signal purchasing intent and tell marketers and agents it’s the right time to engage.