By Greg Griffiths | Posted on June 24, 2018
From the barista who knows exactly how sweet you like your daily nonfat, caramel macchiato to the CPA who’s been doing your taxes for years, personalization is at the core of the services you love and return to. For brands, knowing your customers is the key to engaging them, building loyalty and driving revenue. The ability to understand your brand’s consumers - from anonymous visitors to known and loyal customers - is central to maximizing return on their omni-channel experience. The challenge is clear: how to identify customers across multiple channels in an era of heightened consumer privacy concerns.
In our webinar, The Mechanics of Identity Resolution, Janrain Solutions Architect Sherwick Min and Director of Demand Generation Suzanne Balter dive into how identity resolution can build your understanding of your customers’ behavior and decision-making processes.
Identity Resolution is the process through which disparate data points, often from data sources of varying integrity are connected to create a composite business key to accurately identify an individual customer. Data sources can include information provided directly through customer registration, additional data points built over time through progressive profiling, appended data from third-party sources, anonymous (pre-registration) behavioral tracking or device attributes. By connecting these data dots, brands can be truly innovative - in creating personalized experiences, in delivering targeted content, and in making accurate business decisions.
But not all data points are created equal in terms of accuracy and recency. First-party data - the information that customers freely provide - is more valuable than third party data attained through social media or data appending services. The three-fold challenge for brands:
The Janrain Identity Cloud empowers brands to not only give their customers a seamless registration and authentication experience, fine-grained consent management and progressive profile building, it also makes identity resolution and advanced customer journey analytics a reality.
Sherwick Min is an experienced solution architect at Janrain and an avid motorcycle road racer who competes at the professional level. Sherwick finds many similarities between helping Janrain’s clients plan and implement a CIAM initiative and strategizing and executing a plan over a race weekend. In our webinar, he walks through five main stages of the identity resolution process.
The first of these is “Mapping the Journey.” When planning for a race - or when working with a Janrain client - reverse engineering from the desired end state is the first step in Sherwick’s process. Typically, his journey map will track three dimensions:
There is not a one-size fits-all solution to identity resolution. Each brand’s ideal customer journey is unique, as are their audiences, goals and ecosystem requirements. That’s why Sherwick and our talented professional services team help our clients from initial interaction until well after delivery to map and fine tune their customer identity solution to best understand their customers’ journeys - from anonymous to known to advocate.
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