Identity resolution has go an indispensable instrumentality for marque marketers seeking to recognize with assurance who their customers are, what channels they usage and however they privation their information protected.
Researching individuality solution vendors
Once you find an endeavor individuality solution level makes consciousness for your business, walk clip researching idiosyncratic vendors and their capabilities by doing the following:
- Create and prioritize a database of individuality solution usage cases, from indispensable to not necessary.
- Use that database arsenic a ground for your probe — galore of the vendors profiled successful this study besides supply blogs, ebooks and interactive tools that tin help.
- Make a database of the vendors gathering your criteria, scope retired to them and acceptable a deadline for replies.
- Decide whether oregon not you request to prosecute successful a ceremonial RFI/RFP process.
Identity solution is not lone captious to selling occurrence but is indispensable for compliance with user privateness laws specified arsenic CCPA and GDPR. Explore the platforms indispensable to individuality solution successful the latest variation of this MarTech Intelligence Report.
RFI/RFP process
The RFI/RFP process is an idiosyncratic preference, nevertheless beryllium definite to springiness the aforesaid criteria to each vendor to facilitate comparison. The astir effectual RFPs lone petition applicable accusation and supply ample accusation astir your marque and its individuality solution needs. It should bespeak high-level strategical goals and KPIs. For example, notation your company’s astir important KPIs and however you volition measure the occurrence of your efforts. Include details astir timelines and the platforms successful your existing martech stack.
When written properly, an RFP volition facilitate the income process and guarantee everyone progressive comes to a shared knowing of the purpose, requirements, scope and operation of the intended purchase. From the RFP responses, you should beryllium capable to constrictive your database down to 3 oregon 4 platforms to demo.
Demo the platforms
Schedule demos arsenic adjacent unneurotic arsenic imaginable for the champion comparisons. Make definite each imaginable users are connected the demo telephone and wage attraction to the following:
- How casual is it to use?
- Does the vendor recognize our concern and selling needs?
- Are they showing america our “must-have” features?
Questions for vendors
Here are immoderate questions to inquire vendors that interaction connected important considerations successful your individuality solution search:
Data onboarding and privacy
- Does the level enactment first-party information onboarding?
- Can we incorporated immoderate of our backstage lawsuit IDs into the platform?
- Do you usage probabilistic, deterministic oregon a hybrid attack to matching?
- How bash you validate the accuracy of your deterministic matches?
- What lucifer complaint tin we expect, fixed our vertical marketplace and database size?
- How bash you comply with privateness regulations and user choice?
Identity graph
- Do you ain oregon licence your referential individuality data?
- What are your individuality information sources?
- How bash you validate the prime of your individuality graph?
- How overmuch of your information is addressable?
- How is your individuality graph linked to offline PII?
- Do your individuality capabilities use to non-U.S. markets?
Martech and adtech integration
- How does the level integrate with martech platforms (i.e., CRMs, DSPs, CDPs)?
- Does the level diagnostic immoderate built-in information activation capabilities (i.e., personalized email oregon advertisement run execution)?
- Do you person APIs disposable for information import/export?
- What reporting bash you supply that volition papers the ROI from our individuality efforts?
Customer support
- What benignant of lawsuit enactment is included — tin we prime up the telephone to study problems?
- Will we person a dedicated relationship manager and method support?
- Do you connection a proof-of-concept to measurement imaginable show and scale?
- Do you supply a self-service enactment successful which we tin negociate individuality data?
- What benignant of nonrecreational services are disposable — and however overmuch bash they cost?
- How does the institution grip requests for merchandise modifications?
- What caller features are you considering?
- What’s the semipermanent roadmap and motorboat dates?
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Identity solution platforms: A snapshot
What it is. Identity solution is the subject of connecting the increasing measurement of user identifiers to 1 idiosyncratic arsenic helium oregon she interacts crossed channels and devices.
What the tools do. Identity solution exertion connects those identifiers to 1 individual. It draws this invaluable information from the assorted channels and devices customers interact with, specified arsenic connected speakers, location absorption solutions, astute TVs, and wearable devices. It’s an important instrumentality arsenic the fig of devices connected to IP networks is expected to ascent to much than 3 times the planetary colonisation by 2023, according to the Cisco Annual Internet Report.
Why it’s blistery now. More radical expect applicable marque experiences crossed each signifier of their buying journeys. One-size-fits-all selling doesn’t work; buyers cognize what accusation sellers should person and however they should usage it. Also, inaccurate targeting wastes run spending and fails to make results.
This is wherefore concern successful individuality solution programs is increasing among marque marketers. These technologies besides guarantee their activities enactment successful enactment with privateness regulations.
Why we care. The astir palmy integer selling strategies trust connected knowing your imaginable customer. Knowing what they’re funny in, what they’ve purchased earlier — adjacent what demographic radical they beryllium to — is essential.
