With an ever-growing demand from consumers for personalised engagement, it is becoming increasingly important that marketers and customer experience professionals appreciate the importance of identity management as a piece of bedrock infrastructure.

Knowing who your customers are is an essential part of ensuring they are provided with highly personalised and appropriate messaging in a way that works best for them.

Put simply, without effective identity management, there is no ‘People Based Marketing’. In fact identity management is the foundational component of concepts like cross-device identification, multi and omnichannel marketing, and the all-important ‘Single Customer View’.

These days customer management, marketing and advertising technologies rely on successful identity management to enable application integration and power segmentation.

But what is identity management?

It is a descriptive term that means the ability to link identifiers to a single person or household. Those identifiers could be a customer ID, marketing channel, a database key or a device ID such as mobile phone or web browser.

For brands to execute a consistent customer experience strategy, they need technology that understands and measures how consumers interact with their messaging. For instance, they need to identify that a customer has visited their website, opened an email, had a service incident or gone into the store.

And to deliver personalised experiences across any channel, brands need technology that can uniquely identify each user and their personal profile.

In these use cases, professionals will be well served if they have some technical understanding of the issues.

Targeting and suppression

There are two key improvements for a brand when they implement effective identity and access: better targeting and better suppression.

Better targeting increases the ability to convert prospects because the brand can communicate with the person in more channels such as connected digital direct channels like email, with paid media channels like display retargeting. This ability to reach a person across more channels with the same brand message increases the opportunity to convert and capture a greater share of wallet.

Conversely, the ability to suppress customers from acquisition strategies is one of the premises on which data management platform return on investment cases are built. Implementation of identity and access in paid media channels allows a brand to stop messaging to loyal customers or hot leads.

This is an important consideration from the perspective of the customer’s experience. One of the biggest consumer bug bears is being targeted for advertising for products and services they have already bought, or for which they have clearly indicated a disinterest.

In both these cases the experience for the customer needs to be both simple and seamless.

About the Author

Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit of which Oracle is a member. DIU clients provide their insights for commentary for the benefit of our readers. Membership fees apply.

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