Summary

• Accessing precise audience identity profiles is a major pain point for brands after COVID-19.
• With the right tools, brands can obtain a 360-degree customer identity view across channels for personalized interactions.
• Accurate customer journey mapping paves the way for streamlined multi-touch attribution and smarter marketing.

The digital acceleration experienced by brands worldwide in the wake of COVID-19 has resulted in many changes, necessitating adjustments on multiple levels.

In the wake of COVID-19, the digital acceleration experienced by brands worldwide has resulted in many changes, necessitating adjustments on multiple levels.

Brands have left behind dated processes for more streamlined online operations. They have sought new ways to sustain and drive revenue growth with offerings suitable to the socially distant world, with the long-term goal of future-proofing their operations and frameworks.

At a more specific level, brands across industries have had to adopt more digital channels in response to an increasing online presence among the target demographic. Consumers use different devices, platforms, and channels in varying ways, often creating distinct identities from one and the next.

Identity perspectives

To the consumer, this all feels like second nature, a part of their daily routine. These are familiar journeys on which they want no obstacles, no wrong turns, no unpleasant stalling. Convenience, seamlessness, and delight. Nothing else.

To the brand, however, facilitating such experiences is much harder than it may seem on paper. Some have limited themselves to introducing new digital channels, without much groundwork to enable richer interactions. Some simply lack the right infrastructure to make the leap. 

A major gap for many brands is the inability to identify the customer as they shift from channel to channel, let alone delineating the overall course of their journey and uncovering key insights into their behavior.

Failing to bridge this gap will prevent brands from meeting consumer expectations, curtailing—or even hindering—their long-term revenue growth in an ever-competitive digital landscape.

In that regard, what can tip the scales in brands’ favor?

Solving the puzzle

Brands require ideal tech solutions for audience identity resolution. Such solutions should make it possible to combine each customer’s multiple digital identities across channels and devices, enriching it with data captured over time to deliver a cohesive, omnichannel view of the individual.

This 360-degree customer view, comprising first, second, and third-party data, doesn’t just reveal new insights into the individual. It will enable the brand to engage them with highly contextual and relevant messaging, with optimal impact at every step of their unique digital journey. It can shape their paths towards deeper engagement, conversion, and lasting brand loyalty. It will also assist in concise journey mapping, contributing to rich, multi-touch attribution analytics.

Resulticks has built a platform to empower marketers, regardless of their industry, with robust audience identity resolution capabilities. For a closer look at how we get it done, talk to our experts.