Identity resolution can be a confusing concept to get your head around, with so many related terms such as identity graphs, probabilistic matching, deterministic matching and unique identifiers to understand. In this blog, we’ll look to simplify what identity resolution is and how marketing teams can use it to enable more accurate marketing and personalization strategies.

As we all know, the world changed with the outbreak of COVID-19 and that change has dramatically affected our customers’ buying behaviors. A recent survey found that 41% of respondents are now shopping online for things they would normally purchase in-store. While this change in behavior may be through necessity, it does however create many issues for marketers who are under increased pressure to keep up with these changing demands, and ensure they provide a personalized and meaningful customer experience, no matter the customer’s chosen engagement channel(s).