#identityresolution

These data silos make it difficult for organizations to develop a unified view of customers, limiting their ability to deliver personalized experiences and data-driven engagement strategies. As a result, enterprises are increasingly adopting Data Customer Data Platform solutions to centralize, unify, and activate customer data at scale.

QKS Group’s Data Customer Data Platform market research provides a detailed global analysis of leading vendors, evaluating product capabilities, technology innovation, and competitive differentiators. The research offers strategic insights to help technology vendors understand market dynamics, strengthen product roadmaps, and identify growth opportunities. It also includes a comprehensive competitive assessment through QKS Group’s proprietary SPARK Matrix™, which ranks and positions leading Data Customer Data Platform vendors based on technology excellence and customer impact.

The SPARK Matrix™ evaluation includes vendors such as Celebrus Technologies, Imagino , Layer Five, Meiro, Octolis, Openprise, Syncari, Teavaro, Twilio Segment, and Zeotap.

What is a Data Customer Data Platform?

A Data Customer Data Platform is a technology solution designed to collect, unify, manage, and enrich customer data from multiple sources to create comprehensive and persistent customer profiles.

Unlike traditional databases or marketing systems, Data CDPs focus on bringing together fragmented customer information into a single, trusted source of truth. This enables organizations to better understand customer behavior, improve engagement strategies, and support personalized experiences across channels.

Modern Data Customer Data Platforms perform several critical functions, including:

Data ingestion from multiple online and offline sources

Data cleansing and normalization

Customer identity resolution

Profile unification

Data enrichment

Audience segmentation

Customer analytics and insights

Data activation across marketing and customer experience platforms

Solving the Challenge of Data Silos

One of the primary reasons organizations invest in a Data Customer Data Platform is to eliminate data silos.

Many businesses store customer information across disconnected systems, including CRM applications, marketing automation platforms, loyalty systems, transactional databases, and digital engagement channels. As customer interactions increase, managing and consolidating this information becomes increasingly complex.

Data Customer Data Platforms address this challenge by creating a centralized customer intelligence layer that continuously collects, standardizes, and unifies data from multiple sources.

This unified approach enables organizations to:

Build complete customer profiles

Improve data quality and consistency

Eliminate duplicate records

Gain real-time customer insights

Support cross-channel personalization

Key Capabilities of Data Customer Data Platforms

Advanced Data Integration

Modern Data Customer Data Platforms seamlessly connect with websites, mobile apps, CRM systems, POS terminals, data warehouses, and third-party applications to aggregate customer information in real time.

Identity Resolution and Profile Unification

One of the most valuable capabilities of a Data CDP is identity resolution. By matching customer records across channels and devices, the platform creates a single, unified customer profile that reflects the entire customer journey.

Data Enrichment and Normalization

Data CDPs improve data quality by cleansing, standardizing, and enriching customer records. This ensures organizations can make decisions based on accurate and consistent information.

Customer Segmentation

Organizations can create highly targeted audience segments using behavioral, transactional, demographic, and contextual data to support personalized marketing and customer engagement initiatives.

Customer Intelligence and Analytics

By consolidating customer data into a unified environment, Data Customer Data Platforms provide deeper visibility into customer behavior, preferences, and engagement patterns.

Business Benefits of a Data Customer Data Platform

Organizations implementing a Data Customer Data Platform can realize several strategic advantages:

Improved customer data accuracy

Enhanced customer profile completeness

Better customer journey visibility

More effective personalization strategies

Increased marketing efficiency

Stronger customer engagement

Improved campaign performance

Better regulatory compliance and data governance

Faster decision-making through unified analytics

These benefits help organizations transform customer data into actionable business intelligence.

Market Outlook

As organizations continue to prioritize customer-centric business strategies, the demand for Data Customer Data Platform solutions is expected to accelerate. Enterprises increasingly recognize that successful customer engagement depends on having accurate, unified, and accessible customer data.

Emerging technologies such as artificial intelligence, machine learning, predictive analytics, and real-time data processing are further enhancing the capabilities of Data CDPs. Vendors are focusing on advanced identity resolution, privacy-first data management, and scalable integration frameworks to address evolving enterprise requirements.

Final Thoughts

#B2BLeadGeneration #IdentityResolution #AccountBasedMarketing

Your website gets thousands of visitors, but who are they? What do they want? When are they ready to buy?

Most B2B companies are flying blind...watching traffic numbers while real opportunities slip away unnoticed.

GetOnCRM uses Salesforce Identity Resolution to unify fragmented student records across admissions, academics, and alumni systems. With Salesforce Data Cloud and Marketing Cloud, institutions can create real-time, 360° student profiles for smarter engagement, improved retention, and full compliance. This solution is transforming how educational institutions manage and act on student data.

📖 Read the full blog to learn more:

More and more businesses online are veering around to the fact that if they have to remain competitive, the one thing that will keep them ahead of the pack is a complete understanding of their customers. A customer’s identity resolution is like the Holy Grail for any business, especially in today’s competitive world. Know what is identity resolution and how it works. What are the key benefits of identity resolution?

A single unified customer profile is of paramount interest to businesses today. Identity resolution is the way of attributing customer interactions with your business across all touchpoints. Also, let’s not forget that in the last few years, the number of touchpoints customers can have with your business has simply exploded.

Want to know about the customer journey and customer identification? Fill up this short form and allow our experts to talk to you.

In a recent report, Forrester has described identity resolution as, “The process of integrating identifiers across available touchpoints and devices with behavior, transaction, and contextual information into a cohesive and addressable consumer profile for marketing analysis, orchestration, and delivery.”

So far, website cookies alone would do the trick where identity resolution was concerned but consumers are no longer shopping only on their desktops. In fact, more and more of them are now taking to buying from their mobile computing devices. That, and new data privacy laws have made the browser cookie passe.

What is “in” now instead is cross-device Identity resolution tracking. This is a process of collecting and combining data around a single customer in a way that links all his/her devices used back to him/her.

Why is cross-device tracking gaining importance? It is a fact that today, the average person owns multiple devices connected to the World Wide Web. Eg: laptops, smartphones, smart TVs, game consoles, etc.

Device tracking allows marketers to confirm which device and channel were used when a service or product was eventually purchased – whether it was a desktop, mobile, and whether it was from an e-commerce site or a social media channel.

With that, what has effectively happened is the e-commerce company or retailer has also managed to create a “unified” picture of its customer. The process is called “Identity Resolution”. Identity Resolution is the method in which certain unique “identifiers” are used to “connect” all the actions of a buyer to create a single, unified, real-time, customer identity.

So what are these identifiers? The location, the browser used, the device used, the platforms, and the channels, all of these are identifiers that help link the same person, irrespective of the device or channel used. Once a single customer’s identity is “resolved”, it becomes far easier for the marketer to serve up offers to him/her.

Because of Identity Resolution and customer data platform (CDP), each customer can be served up a personalized and unique brand experience.

All about cross-device tracking

So, for the reasons stated above, more than cookies, marketers these days prefer to use cross-device Identity Resolution tracking to maintain a complete profile of every client. Essentially, the latter allows the collection of data and its linking in a way that all devices used by one person are tracked back to him/ her.

The importance of cross-device tracking lies in the fact that it enables business teams to understand if a particular advertisement served on the desktop first resulted in a sale on a mobile; both devices are owned by the same person.

But here’s where things start to get a little tricky. There are two types of cross-device tracking – deterministic and probabilistic tracking – leading to two types of identity resolution – probabilistic and deterministic.

While both these methods involve complex matching across millions of data points as well as access to ALL the digital and device data, depending on the technology and data sets, they can deliver one of two types of matches.

Deterministic matching

Under deterministic matching, using a deterministic connector like perhaps a hashtag, email address, or username, the records of a particular customer are matched. This approach works best with first-party data.

Why first party? Because it involves the use of personally identifiable information of a customer like his/her email address, home or work address, telephone or credit card numbers, etc. At the end of this exercise, there remains no doubt about the identity of the customer.

Here’s an example: If John Doe uses his email address and logs into his email on his desktop, then uses the same on his Tablet, deterministic matching will show he is the same fellow. Deterministic matching is considered to be more perfect and takes the guesswork out of the tracking game.

But here’s the thing: although a more accurate matching method, it cannot be implemented by all businesses. One reason for that is because of the kind of resources it draws on, and because of the humungous amount of data, implementation is not possible for all the companies. So here’s where probabilistic matching comes in. The other factor that poses a hurdle in the implementation of deterministic matching is that it requires concrete identifiers like social security numbers or driver’s license numbers. But many a time, some companies do not need such information. Or, even if they do, consumers may refuse to submit such sensitive information.