营销人员身份识别指南（英文版）.pdf

A Marketer’s Guide to Identity Resolution Authors: Derek Galier, VP, Technology Strategy Matt Austin, VP, Identity Resolution Matt Mobley, SVP, Technology Strategy / CTO Introduction Identity resolution is a nuanced concept. Generally speaking, it is about creating a singular view of the consumer within your marketing and operational ecosystems. We believe an identity resolution solution is more than just that. In this report, you will learn about the role of identity resolution and how it is the backbone for orchestrating your customer experiences, creating audience portability, and developing an integrated process for measurement and insights. But first, we want to clarify terminology. Some people use identity management and identity resolution interchangeably. In today’s marketplace, identity management is most often used in reference to the systems and processes that enable secure access management and authentication. But the term “identity management” in a marketing context is now referred to as identity resolution, because it is specific to the identification of consumers and the resolution of multiple identity signals across channels and media to enable trusted B-to-C marketing activation and insights. As such, this report will use the term “identity resolution.” A Marketer’s Guide to Identity Resolution | 3 Contents About Identity Resolution 5 History of Identity Resolution The Maturity of an Identity The Anatomy of an Identity The Identity Graph Compliance Isn’t Optional Core Tenets of Identity Resolution Audience Portability 10 Activating Audiences on Publishers and Platforms Activating Audiences on Second- and Third-Party Platforms Data Onboarding Analytics and Measurement