As a marketer, you know that the pinnacle of personalization is your ability to map your customer’s omnichannel journey to create their custom buying experience. Unfortunately, companies are stuck with customer identities that are trapped in channel-specific silos—for example, web marketing systems that identify visitors with cookies or email systems that use a a single notion of identity: the email address. Of course, a person can have multiple email addresses, multiple mobile identities (by device), social identities, and more. But the problem is, all that data is usually living in distributed systems that don’t often talk to each other. What you need is an identity resolution solution: a reliable way to recognize Android-9r7f9e8j as JaneSmith@gmail.com who opened your email this morning, and was on your website last week. The demand for identity resolution solutions is increasing in an age where consumers interact with brands on multiple devices in multiple channels, sometimes many times over the course of their day. What is Identity Resolution? To clarify, identity resolution is the data management process of analyzing disparate data sets to resolve a customer’s identity through different attributes, such as email addresses, device IDs, cookies and more. These attributes identify people with both personal and anonymous information and the process of stitching them together is typically automated through software solutions. The resulting data graph, assembled through algorithmic and statistical analysis, creates a persistent identifier that is used across systems. This identifier is then used to map new data about each individual into a comprehensive profile. Unifying your customer profiles to create golden records helps your entire martech stack work more efficiently. With unified customer data all in one place, you can truly personalize and customize every marketing interaction. Instead of mass emails, you can tailor your marketing based on your customers’ preferences or most recent activities. If you know their recent searches, for example, you can send out a campaign with special offers on relevant products. Personalized campaigns will boost both customer loyalty and revenue. And you’ll avoid embarrassing gaffes and irrelevant offers. In addition, all your reporting and analytics will become more valuable with truer data. With every golden record, you will get to see each individual’s unique interests and behaviors, not a segment built from a set of data based on good guesswork. Unified profiles help you—at last—to get the right message to the right person, at the right time and place.