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Once gone, marketers will need to find new ways to identifywebsitevisitors.
Surprisingly, this is harder than it seems, and many marketers find themselves scrambling for a solution.
According to Epsilon:
VP of Digital, Content, and Product Marketing at Wunderkind.
Cookies aside, digital marketing practices have matured.
Today, up to 95% of your website traffic is anonymous.
The marketers that are still reliant on third-party cookies will need to find a solution and quickly.
But for many marketers, identity resolution remains a somewhat confusing term.
First and last name, email, transaction history, search results, engagement, etc…
This is all first-party data.
Identity resolution understands behavior
Knowing who is visiting your digital properties is only half the battle.
Knowing their preferences, habits, and behavior is important as well.
First-party data allows brands to build profiles on individuals and their devices while on their site.
But its also a broadsword.
We know that personalization is the key to success, and personalization requires information about the visitor.
Or maybe youll see they close out any offer while browsing, but respond better to exit pop-ups.
In fact, identity resolution is what transforms marketing into performance marketing.
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