For agencies and publishers, few things are more important than creating an authentic, personalized experience for everyone in your audience. Successful brands have and utilize data that allow them to better understand their audience and meet them where they are in ways that feel more customized and authentic.
Today’s consumers prefer and gravitate toward brands that connect with them in authentic and transparent ways. Irrelevant digital content can make them feel misunderstood, and perhaps even send them to a competitor who better understands their preferences and needs.
To tailor an authentic experience for each user, it’s important to recognize them when they interact with your website or content.
To recognize your audience, and their preferences and interests, you need an identity graph.
What Is an Identity Graph?
As privacy legislation tightens and users reject third-party cookies, identity graphing grows ever more important. An identity graph is a technology that enables digital marketers to realize a unified view of their audiences by bringing together verified identity data from multiple channels.
Identity graph technology collects and correlates all the slivers of data, distributed over dozens of websites and devices, that add up to a person’s whole identity. That includes things like device IDs, online and offline registration and loyalty program participation.
It’s important to note that this does not include PII (personal identifiable information) nor does it compromise users’ privacy.
An ID can fall into either of two categories:
- Authenticated: Authenticated profiles use verified first-party data, such as usernames that require login
- Non-Authenticated: Non-authenticated profiles use temporary identifies like IP or hardware device name
What Data Helps Build a Robust ID Graph?
An identity graph is a way of defragmenting identity into a single, coherent whole. The more authenticated data that goes into it, the more precise, granular, and useful it will be. This empowers brands to create consistent and relevant campaigns with far less “trial and error” and guessing—and far greater ROI.
Online Authenticated Data – Verified, first-party data such as usernames, registrations and email that require login are encrypted with hashing for each email to create a unique hexadecimal string that remains consistent no matter where the email is used. By using emailing hashing, this authenticated data is privacy compliant and user and email id completely anonymized.
Offline/Online Data –Bringing together offline data that has been collected from an offline source, with online data that is collected from online platforms, such as social channels and email, plus any relevant data collected from website clickstreams.
Mobile Advertising ID (MAID) / Hashed Email Data – Mobile advertising ID, also known as a mobile ad ID or MAID, is a sequence of characters assigned to a mobile phone or tablet by the device operating system. It’s matched with hashed email data to better understand audience geographic data allowing marketers to reach audiences on all devices.
Mobile Location Data (MLD) – Marketers can couple MLD with hashed emails to make informed predictions on when leads will convert to customers based on real-world visits, building the exact audience you want to reach in real-time.
With the additional detail, do you see the value of a well-detailed ID Graph? Stay tuned for our next blog post on ID Graphs and how they streamline data-driven marketing.