Context is an important element in the evolution of householding, which identity resolution helps take to the next level. With more data, the complete customer profile that results from identity resolution does two things.
First, it expands the opportunity for marketers to tie identity proxies to the same physical address beyond such basic markers as a shipping address. Second, a complete profile allows for more targeted messaging. For instance, while a marketer can benefit from knowing that two customers live at the same address, benefits increase exponentially if identity resolution lets that marketer know who the head of household is, if they’re single or married, or how many children they have.
Understanding all purchasing dynamics within that household enables a marketer to provide a relevant, personalized customer experience to increase the customer lifetime value. A financial services company, for example, might correlate tax roll information with other customer data to make a determination if a residence is a single or multi-family unit and score the relevance of sending a re-finance offer to the head of household.