From Clicks to Customers: Maximising ROI with Identity Resolution

The Bottom Line First: Why This Matters to Your Business

Your website is losing significant revenue. Every day, potential customers come to your site, explore your products, and leave without any indication of their presence. Approximately 80% of e-commerce traffic consists of anonymous visitors, which translates to billions in lost revenue in the UK alone. Identity resolution technology enables the identification of up to 70% of ghost visitors, converting them into paying customers.

Businesses utilising advanced identity resolution are experiencing conversion rate enhancements between 15% and 30%. By 2025, as privacy regulations become stricter and third-party cookies fade away, companies that excel in identity resolution will lead their markets.

The £38 Billion Challenge: Understanding the Hidden Nature of Your Best Customers

Imagine operating a high-street shop where 80% of customers enter, scrutinise your products, and then exit without a word. Following up, sending offers, and understanding their interests is not possible. Your website is currently in this state.

In the UK, cart abandonment cost retailers £38 billion in 2024. However, this is only a small part of the issue many visitors do not complete the checkout process. Consumers are actively researching, comparing, and noting details about your brand, while you remain unaware of their process.

This lack of transparency is not only problematic but also a significant strategic setback. You're investing heavily in digital marketing to attract visitors, yet a significant portion of that traffic vanishes. Competitors who have successfully mastered identity resolution are establishing connections with these prospects and converting them into customers.

Research indicates that 79% of consumers are concerned about data privacy, which accounts for the reluctance of visitors to fill out forms. They continue to seek personalised experiences. Identity resolution addresses this issue, enabling a clear understanding of customers while maintaining their privacy.

CDP vs MDM: Clarifying the Technology Terms

It's important to clarify the distinctions between Customer Data Platforms (CDPs) and Master Data Management (MDM), as this understanding is essential for effective identity resolution.

What is a CDP?

Consider it your central hub for customer intelligence. This is the platform where all interactions website visits, email opens, and purchases come together to form a comprehensive view of each individual. Customer Data Platforms are highly effective at gathering and utilising customer data instantly.

What is MDM?

Master Data Management ensures the quality of your data. CDPs concentrate on behaviour, whereas MDM guarantees that essential customer records such as names, addresses, and phone numbers are accurate and consistent across various systems.

Do I need an MDM for customer data if I have a CDP?

The outcome varies based on the complexity involved. Smaller businesses with simple data may find a strong CDP sufficient for their needs. Enterprises managing multiple brands or intricate hierarchies require MDM to ensure data integrity.

Identity resolution connects both systems. This process identifies and links data records that correspond to the same individual across various touchpoints, devices, and channels. Tracking anonymous behaviour and managing known customers both contribute to the creation of unified profiles.

The Performers: Who's Actually Solving This Problem

Salecycle: Leading the Pack in Anonymous Visitors’ Identification

SaleCycle has established a distinct role by concentrating on a challenge that many platforms face: recognising anonymous website visitors. The advanced technology identifies up to 70% of anonymous visitors as soon as they arrive on the site.

SaleCycle distinguishes itself with a three-module approach: Reach (identifying visitors), Retain (engaging on-site), and Re-engage (targeted campaigns). They identify anonymous website visitors and assist you in leveraging that information for profit. Integration with Salesforce, HubSpot, and Adobe enables immediate action without requiring a complete rebuild of your tech stack.

Ensuring privacy compliance is essential in this context. SaleCycle identifies 70% more anonymous visitors compared to traditional methods, all while ensuring strict adherence to GDPR regulations.

The Other Prominent Players

LiveRamp serves as a foundational platform for identity resolution, linking data across multiple systems. Complexity results in implementation that can take several months.

Segment targets growth-stage companies that require customer data infrastructure. Identity resolution is integrated rather than being the primary emphasis.

FullContact specialises in enhancing contact information for B2B, connecting both professional and personal identities.

Experian Consumer Sync utilises extensive consumer databases to achieve identity resolution on an enterprise scale.

The main distinction lies not only in the volume of identity but also in the actionable results achieved. SaleCycle's native integration reduces implementation time by 60% when compared to traditional platforms.

Evidence in Action: Authentic Brands, Tangible Outcomes

Success Stories from SaleCycle

Breitling, the esteemed Swiss luxury watch brand, faced challenges in recognising and connecting with anonymous visitors exploring their exquisite timepieces. SaleCycle's identity resolution module empowered the identification of 45% of traffic from anonymous and non-logged visitors a remarkable advancement for a brand where individual purchases can soar into the thousands of pounds.

The initiative aimed to transform anonymous luxury shoppers into recognisable prospects for precise remarketing efforts. Breitling highlighted, "Their solutions have empowered us to engage with and convert visitors who were once anonymous." We are witnessing consistent growth in user recognition and sales.

The Influence Across Various Industries

A leading e-commerce retailer embraced household-level personalisation, connecting family shopping behaviours. Achieved a 23% rise in average order values by implementing personalised product recommendations.

A financial institution implemented identity resolution to enhance fraud detection across various devices and channels. Achievement: 35% fewer false positives and a 28% boost in actual fraud detection.

The Number Game

Successful implementation often results in: - 25-35% increases in customer lifetime value - 25-40% decreases in wasted advertising expenditure - Initial ROI achieved within 60-90 days via improved email marketing

Your Identity Resolution Roadmap

Begin Wisely

Conduct an audit of existing data prior to incorporating technology. Many businesses possess untapped resources that are not fully utilised. Perform comprehensive data audits to pinpoint sources, evaluate quality, and identify integration requirements.

Start with high-impact scenarios such as email matching, and then advance to more complex probabilistic matching. Abandoned cart recovery provides a solid foundation, showcasing clear intent signals and quantifiable return on investment.

Implementation Focused on Privacy

Establish compliance from the very beginning. Implement consent layering to ensure explicit permissions, facilitate easy opt-outs, and maintain transparent data policies. Implementing privacy measures enhances performance and fosters customer trust.

Utilise privacy-preserving technologies such as data hashing and consent management to comply with global regulations.

Assess Key Metrics

Emphasise business results: revenue generated from anonymous visitors, enhancements in customer lifetime value, and reductions in acquisition costs. Establish attribution models that consider the entire customer journey rather than focusing solely on last-click conversions.

Connecting fragmented interactions through identity resolution can lead to customer lifetime value improvements of 25-35%.

Keen to explore further? Dive into a comprehensive guide to identifying anonymous visitors and unifying customer data

The Future Is Here: Your Next Step

The identity resolution revolution has arrived. As competitors face challenges with stagnant conversion rates, innovative businesses are successfully capturing and converting 80% of website traffic that was once anonymous.

Success involves connecting customer data across various touchpoints while honouring privacy preferences. Companies that achieve this balance will lead their markets.

The opportunity for gaining a competitive edge is diminishing. By 2025, identity resolution will transition from being a luxury to a fundamental requirement. Your anonymous visitors are ready to be identified and converted. Are you prepared to engage with them effectively?