Email marketing platform enhances customer ID capability

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Email marketing platform enhances customer ID capability

By CSA Staff - 08/11/2020
FullContact and LiveIntent logos

LiveIntent is partnering with FullContact to enable email marketers to create a portable, omnichannel, persistent ID.

The email marketing platform is leveraging the FullContact identity resolution as a service solution to deliver the ability to map offline and online customer data in real-time across devices, channels, and platforms. The new joint solution is designed to provide higher accuracy and a longer lifespan than third-party cookies. Brands gain the ability to improve their customer experience by recognizing and understanding the people who engage with them. 

This solution combines FullContact’s PersonID and LiveIntent’s nonID applications. FullContact’s PersonID is a persistent, portable identifier mapped to PII, business and personal identifiers, mobile ad IDs, emails, social handles, and thousands of insights about each person. 

LiveIntent’s stableID, named the nonID, acts as a way of predicting the primary email address associated with a device or browser and has a one-to-one relationship to an email address. LiveIntent’s nonID and FullContact’s PersonID are open and connect to all identity offerings and solutions, including a brand’s offline CRM files. Both the nonID and PersonID are engineered with consent and security in mind and are not reversible. 

“Our combined solution is what the industry has been asking for.” said Kurt Hawks, chief revenue officer of FullContact, “This puts the control of person-level information into the hands of the marketer to create competitive differentiation. Marketers that embed this information into their four walls and start their transition into the cookieless world will see media targeting, customer experience, and measurement benefits. This is the innovation that the market needs right now.”

The combined solution builds a unified view of customers and prospects in real-time, and enables omnichannel one-to-one customer recognition. This extends to websites visited, onboarding/media placements, call centers, loyalty programs/CRM, omnichannel measurement, and more. Because the nonID offers a path back to the anonymized email address through an encrypted email hash, the marketer, vendor, and their data science teams can decide how to leverage it. 

FullContact’s PersonID acts as a persistent, omnichannel and portable identity layer, creating a real-time media feedback loop to enable faster optimization. This allows brands to aggregate granular event-level data for media mix modeling. The partnership provides more data so that customers can understand connections and accuracy on their own, with their own models, without being tied to any platform’s definition of truth.

“This partnership is a realization of the LiveIntent mission to connect brands with people,” said Jon DeGennaro, VP, identity at LiveIntent. “Together, FullContact and LiveIntent are providing a stronger framework for brands and publishers to have incremental touchpoints that solve their business problems now and in the upcoming era where the third-party cookie loses its prominence. Between FullContact and LiveIntent, we are able to stitch any first-party data to the combined online IDs for targeting and measurement that works in a world where the average person has multiple devices and where the third-party cookie’s role will be diminished.”

“The opportunities for marketers and publishers to leverage the partnership are nearly limitless,” said Matt Keiser, LiveIntent founder and CEO. “By marrying offline data to online Identity with such a complete graph, marketers and publishers can thrive in a world without third-party cookies by still being able to: perform measurement and attribution, execute people-based marketing, trigger emails, drive personalization, achieve identity resolution, responsibly perform consent management, execute audience targeting, integrate marketing automation and analytics, optimize recommendations, allow advertisers and DSPs to transact on a stable identifier across their inventory, and so much more.”

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