What It Really Means to Have Identity in Marketing
From looking at a lot of the latest marketing materials from our competitors in the industry, it appears that the new hot topic is “identity”. How they can do it better than anyone else, their solution is the best, etc. My initial reaction was, “It’s about time you caught on, because Neustar has been riding this train for years.”
In the world of data-driven marketing, identity can be defined in a lot of different ways. Probabilistic, deterministic are the most common. But Neustar goes a step further. We have trusted identity. Why is that important? Well, let’s take a real-world example.
Imagine you’re at a restaurant on the blindest of blind dates, and you have to order for the person you’re meeting before they get there. And you know absolutely nothing about them. Literally nothing. Not their name, what they look like, what kind of food they prefer, if they’re vegetarian, have an allergy, on a diet. And you have to get it right or there’s no second date.
That’s the kind of pressure marketers face these days. Consumers have come to realize they have to give up some personal information in order to see more relevant, personal advertising. So marketers know they need to deliver. And the best way to deliver is knowing who you’re talking to.
So what makes Neustar’s identity resolution trusted? First and foremost, our OneID system approaches identity very differently from our competitors. Our offline identity comes from trusted sources: the U.S. government, telecom, billing, utilities, financial. These sources make it their business to know precisely who people are and how/where to find them.
The OneID System uses this trusted data to build links to online data for each of the 120 million U.S. households and 220 million adults. And we do it in a way that maintains privacy by making sure all Personally Identifiable Information (PII) gets anonymized. We then connect these anonymized Neustar IDs to billions of cookies and more than 480 million mobile ad IDs, and we do it in real-time so the data is always fresh.
Secondly, Neustar matches on far more identifiers than anyone else in the industry and then ties them to a single user ID. The OneID system is so accurate that …
- It’s central to the U.S. census, used to verify and supplement everyone’s personal information
- 77% of all Caller ID in the U.S. is provided by Neustar
- Every one of the top 10 banks ping the Neustar system before making a call to a mobile phone, ensuring they don’t call the wrong person
How did we get so accurate? Neustar uses multiple identifiers to verify the connections between the digital person and the actual person. And in an age when people use multiple devices and change their addresses, phone carriers, phone numbers, emails, and their names each and every year by the millions, keeping all that data current isn’t exactly an easy task.
When you get identity right, not only can you be confident you’re marketing to the right person, it also means you also have a complete, 3D view of that person. You’ll have a window into their likes, preferences, lifestyle, income range, and many other attributes. It’s like showing up for that blind date and knowing they want a bleu cheese wedge salad, the roasted chicken, a glass of chardonnay from Napa, and an after-dinner espresso and two yellow sweeteners.
So the next time you see or hear one of our competitors boasting about their identity resolution capabilities, remember there’s really only one that does it the best — and that’s Neustar.
And if you’re interested in learning more about identity and the important role it plays in an effective Data Management Platform, join my colleague Julie Fleischer as she hosts a webinar, “The Fatal Flaw with DMPs” on June 26, along with Allstate’s John Baronello and Forrester’s Susan Bidel. Click here to register today.