Identity Resolution is the process of reconciling user identities across different sources, channels and devices to build a unified and consistent customer profile. In practice, it enables businesses to connect all interactions related to the same individual, from website visits to in-store purchases, into a cohesive Single Customer View.
Technically, this process relies on the use of persistent identifiers - such as hashed emails, CRM IDs, or User-IDs - which allow for mapping and linking events, behaviors and historical data. Today Identity Resolution is a critical component for any personalized, data-driven and privacy-compliant marketing strategy, as it enables:
- Accurate, context-aware segmentation;
- Consistent omnichannel campaign activation;
- Improved performance measurement;
- Full utilization of first-party data within a regulatory-compliant framework.
The Bytek Prediction Platform’s Approach to Identity Resolution
The Bytek Prediction Platform applies a structured methodology to Identity Resolution, centered on the use of a persistent, unique identifier for each user. The platform currently supports a single ID per user, such as:
- Hashed Email (HEM): A secure and compliant identifier derived from cryptographically encoded email addresses;
- Persistent ID: A stable code generated by CRM systems or the data warehouse;
- User-ID tied to authenticated sessions: Useful in cross-device browsing scenarios or login-based synchronization.
This identifier acts as the primary key to connect events and attributes across multiple datasets (CRM, analytics, eCommerce, mobile apps, in-store transactions), ensuring a continuous and consistent identity management process throughout the entire user lifecycle.
This model not only supports the creation of enriched profiles, but also enables the activation of predictive models - such as purchase propensity and Customer Lifetime Value (CLTV) - along with highly granular behavioral segmentation.
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Identity Resolution and the Modern Data Stack: Centralizing Customer Intelligence
To deliver its full potential, Identity Resolution requires a unified and well-structured data foundation. Bytek promotes an architecture aligned with the Modern Data Stack, where data is collected, normalized, and activated within a Marketing Cloud Data Warehouse, typically built on Google BigQuery.
Within this ecosystem, all digital and offline interactions are mapped to a persistent User-ID, enabling:
- Cross-channel and cross-device tracking;
- Retrospective data reconciliation via Retrospective User-ID;
- Integration of behavioral, transactional, preference, and consent data;
- Dynamic, continuously updated Single Customer Views.
The platform supports the full cycle - from data modeling and synchronization to prediction and activation across media and marketing automation channels - while ensuring full compliance with privacy regulations (GDPR, CCPA). No raw personal data is ever processed directly within the platform: all information is encrypted, anonymized, and handled according to privacy-by-design principles.
Why Identity Resolution Is Strategic for Predictive Marketing
A robust Identity Resolution system allows companies to:
- Eliminate data silos across tools and departments;
- Maximize the value of first-party data while reducing reliance on cookies and third-party IDs;
- Respect user privacy by enabling transparency and user control.
With a consolidated Single Customer View, businesses gain a clearer picture of their audiences, reduce wasted media spend, and deliver personalized experiences at every touchpoint.
