Knowing the intricate requirements of the customer is an essential part of ensuring that they are provided with highly personalized experience. In lieu of the modern customer demography and growing demand for personalized customer engagement, marketers and customer experience professionals have turned towards identity management to enable application integration and power segmentation.

Adopting Identity Management

Identity management is the ability to link identifiers to a single person or household. The identifiers could be a customer ID, marketing channel, a database key or a device ID such as mobile phone or web browser.

In order to execute customer management strategies, brands often comprehend and measure the customer behaviors and interactions through their messaging. For instance, brands identify whether the customer has visited their website, opened an email, had a service incident or gone into the store.

In such case to implement a robust identity management, brands must consider two key improvement areas: better targeting and better suppression.

The brand targeting helps the brand to better communicate with the consumer over an increased number of channels such as digital direct channels including email and display retargeting. This ability to interact with the person across multiple channels with the same brand message increases their opportunity to gain more ROI.

Similarly, suppression serves as a customer acquisition strategy and it’s a premise on which data management platform ROI cases are built. By implementing identity and access in paid media channels, brands can significantly prevent messaging to loyal customers or hot leads.