By Matthew Mobley, Chief Technology Officer
Connecting offline and online data to understand your customers
The digital world is experiencing a rapid evolution of addressable channels and media. Addressable channels provide an extraordinary ability to glean information about unique individuals from specific identifiers. Rather than simply learning who somebody is, as was the point with a physical address or real name in days of old, you can now learn about their preferences and personality from their interactions at each touchpoint. This information extends into both “known” and “unknown” individuals – even without a name, an identifier can tell you something about the person interacting with your brand.
By pulling in information from three distinct areas—terrestrial identity, device identity, and digital identity—we can build an identity graph that provides a detailed picture of a person and lets you plan your interactions with her.
A terrestrial identity is simply a physical address. This was the original identifier since USPS was the original addressable platform. It also extends into other physical identifiers that are tied to your physical address. For example, your name and phone number contribute to your terrestrial identity.
The next layer is called the device identity, which defines how you recognize a device and how you recognize the relationship of that device to other devices. Once you recognize what type of device a user is on and can assign it an identity to recognize it again in the future, you can start associating it with other types of identifiers and recognize all devices that person uses.
The third component is the digital identity. Any online persona that a person creates to represent himself goes into the digital identity. The clear example here is an email address, but it is also comprised of Twitter handle, Facebook ID, and any credentials that are used to log in to a site.
As the identity graph matures, it is becoming more and more possible to bridge the gaps. With data onboarders, you can link the offline data that makes up a terrestrial identity to the online data that constitute device and digital identities. This allows you to navigate the identity graph and target individuals in a more complete, effective manner. When you can tailor your message to the touchpoint, you can begin a more meaningful conversation with your customers.