As each digitally-empowered individual travels from prospect to customer to repeat buyer and loyal advocate, they will encounter a brand and its competitors through countless channels defined by limitless touchpoints and devices. To capture and retain their business, companies must meet them at each decision point in the customer journey with targeted, relevant offers that speak to their individual buying criteria. Foundational to the ability to do this is a new technology called ‘Identity Resolution’.
Consumers engage with brands today in countless ways, both offline and online, through an ever-increasing number of platforms and devices. At each stage of the buying process, customer interactions may be associated with ‘identifiers’. The challenge is putting the customer’s entire buying picture together, since some identifiers may be unique to a specific interaction with a company but never intersect with any others.
Additionally 80% of consumer-facing companies simply don’t understand their customers beyond basic demographics and purchase history and 4 out of 5 consumers declare brands don't know them as an individual, according and IBM study.
You have been hire as the new Marketing Director for a struggling sunglasses company, task with resolving the lack of identity resolution around current and prospective customers, in fact the company has struggled to identify who their customers are and what they want. Utilizing the frameworks and readings from the course, how would you tackle this challenge, levering Identify Resolution technology?