Identity resolution tools take simple analytics a step further by tying online behavior to a consumer’s unique identity, giving marketers the information they need to zero in on their target consumers with highly personalized, tailored offers that, in turn, lead to higher ROI.
It works by reconciling all available data points, which include those collected by first-, second- and/or third-parties. A composite is built that provides marketers with a cherished 360-degree view of a customer’s identity and user journey, and enables an insight-informed, data-driven “single-customer view” — also known as people-based, or user-level, marketing.
Full article: What is identity resolution? – MarTech Today