身份解析的力量：如何利用客户意图信号触发创收消息

The Power ofIdentity Resolution How Customer Intent Signals Can TriggerRevenue-Generating Messaging In today’s increasingly digital shopping landscape, brandshave access to a wealth of customer data at their fingertips.However, the key to unlocking the full potential of this datalies in identity resolution—the ability to recognize a customeracross multiple touchpoints, devices, and sessions. Whenpaired with the power of customer intent signals, identityresolution enables brands to craft personalized, real-timemessaging that not only enhances customer engagement butalso drives significant revenue growth. Introduction This guide will explore the concept of identity resolution,the types of customer intent signals that can be leveraged,and how you can use them to trigger revenue-generatingmessages throughout the customer lifecycle. Contents What is Identity Resolution?Why You Would Need Identity ResolutionHow Can Identity Resolution Create Revenue Opportunities?Why is Identity Resolution Important?Key Customer Intent Signals to Drive MessagingHow to Trigger Revenue-Generating MessagingHow AI Supercharges Identity’s Impact on RevenueCritical Capabilities for Identity ResolutionConclusionPage 04Page 05Page 07Page 08Page 09Page 11Page 13Page 14Page 16 What is Identity Resolution? Identity resolution partners have technology that spans potentiallythousands of websites and may even be spread across thousandsof advertisers and publishers. This gives the identity partnerimmense reach and the ability to observe trillions of browse,click, and purchase behaviors from billions of consumers. Manybrands mistakenly consider their own ESP or CDP as a robustidentity solution when the real value lies in understanding whatconsumers do on other digital properties, not just your own. This iscentral to the value of an identity resolution partner that can helpbrands recognize anonymous traffic to their websites and providefar more context behind a given consumer, rather than simplyrecognizing a device. Identity resolution is the process of connecting various datapoints from across a customer’s journey to form a complete,unified profile of that individual. It involves linking disparate piecesof information, such as email addresses, mobile numbers, deviceIDs, and their online behaviors, to accurately recognize and targeta customer, regardless of where or how they engage with a brand.It embodies the concept of knowing all that is knowable aboutboth your customers and your potential customers. Why You Would Need Identity Resolution Use of Ad Blockers or Script Blockers Using a Different Device or Browser For starters, identity resolution can greatly enhancea brand’s ability to recognize a returning marketablecontact. This could be a customer or just someoneon your marketing list who appears as anonymouswhen visiting your website. If the visitor is accessing the website from adifferent device (e.g., switching from desktop tomobile) or using a different browser that was notpreviously identified by the brand, they may appearas anonymous. Some ad blockers or privacy extensions canblock cookies, tracking scripts, or fingerprintingtechnologies, preventing websites from identifyingreturning visitors. There are several technical factors that can cause areturning visitor to appear as anonymous. Here are afew explained simply: Cross-Domain Tracking Issues Logged Out of Their Account If the visitor moves between different domainsowned by the same company, cross-domaintracking might not be properly set up, which wouldcause the system to fail to recognize the visitoracross these domains. If a brand uses a log-in feature, but the visitor is nolonger logged in on their return visit, the websitewon’t be able to tie their session to their useraccount, treating them as anonymous. First-Party Cookies Can Expire Cookies used to track visitors (such as session oridentification cookies) may have expiration dates.If the cookie has expired, the visitor will no longerbe recognized. IP Address Changes Changes in Browser Settings or Updates Dynamic IP addresses that change frequently (e.g.,through the use of VPNs, mobile networks, or simplydynamic IPs from the internet service provider) maycause the website to fail to recognize the user. Changes in browser settings, such as increasedprivacy measures (e.g., changes in Safari’s IntelligentTracking Prevention or Firefox’s Enhanced TrackingProtection), may restrict the ability to track visitorsbetween sessions. Visitor Deleted Cookies or Used Private BrowsingIf the visitor clears their browser cookies or is usinga browser in incognito/private mode, they mayappear as a new or anonymous visitor. Use of Multiple Accounts or Emails by One Visitor Mobile App vs. Web Access If a visitor uses both a mobile app and a website,there may be a lack of integration betweenthe two, causing them to be recognized in oneenvironment but anonymous in the other. Ultimately, the identity partner is in thebus