Experian’s new identity resolution service seeks to help marketers improve customer experience

Experian has announced a new solution aimed to help marketers connect online and offline attributes and better understand their target audiences. The solution leverages machine-learning algorithms and probabilistic techniques to connect billions of identity signals and data elements, including Mobile Ad IDs (MAIDs) from a variety of internal and external sources.

Why we should care

Identity plays a crucial role in helping marketers understand who our customers are. The ever-changing technology landscape, however, creates challenges for marketers trying to analyze their customers’ activities. Experian’s solution will allow marketers to bridge gaps in identity resolution and bring together the appropriate data points to reach customers with relevant, timely campaigns.

“The combination of hundreds of digital and offline touchpoints, disjointed technology and data silos make it difficult for brands and agencies to gain a single customer view,” said Kevin Dean, Experian’s president and general manager of marketing services, North America. “Consumers need to be at the heart of every advertising campaign—and proper identity resolution is critical to accomplishing that objective. The ability to connect these data elements, with consideration to data privacy, opens the door for brands and agencies to create and deliver personalized messages that are timely and relevant to their audiences.”

More on the news

• The new solution will be available via MarketingConnect, Experian’s identity resolution platform.
• The MAID resolution capability was developed in collaboration with Experian Data Labs, Experian’s advanced analytics and development group.