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Identity resolution

Identity resolution refers to the process that stitches together consumer information and behavior across multiple interactions, devices and channels to deliver targeted and personalized communications.

Key functionality

Forrester have identified four key areas of functionality in resolving identity for the purposes of marketing.

Accurate matching

A process of making offline customer data available for online marketing.

PII identity

Managing the identities of known consumers based on personally identifiable, deterministic data.

Digital identity

Addressing anonymous consumer profiles stemming from digital data management and activation use cases.

Cross-device identity

Linking multiple devices that are associated with the same household or consumer.

The InfoSum approach

First-party data activation

Our flexible identity matching protocols are able to bring together identities across multiple devices, including online and offline data. This enables you to activate all your first party data and utilize it for targeted marketing communications.

Accurate matching

Our technology determines the unique identifier, or combination of identifiers, to create the optimal match. Where the overlap is low, our matching technology can combine both unique and non-unique identifiers to ensure that the optimal match is achieved.

No single ID restriction

The ability to utilize or create unique identifiers "on the fly" using your own data provides you with greater flexibility and ensures you’re not tied to a single ID management solution. Instead, you are able to utilize any third-party identity graphs, such as LiveRamp, to enrich your customer view.

Identity cleansing & resolution

We use AI and advanced machine learning to automatically match and normalize personal and attribute data. Additional intuitive tools then allow the user to map and cleanse any data that hasn’t been automatically recognized. This process ensures an accurate analysis can be achieved across multiple normalized datasets.

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