This is when we uniquely identify an individual, allowing organisations to create a single view of their customers so they can communicate with you more effectively, reduce multiple communications being made in error to the same individual, and deliver services to you efficiently and appropriately in a joined-up way.
Our identity resolution service helps our clients to review their own customer records across multiple formats or databases to ensure that the personal data they hold about you is accurate.
To do this, when we see names and addresses from 3rd party contributors to our marketing database, from the Edited Electoral Roll, from 3rd party suppression files, or from our own marketing suppression files we identify unique individuals in unique households, giving each a series of unique identifiers. These records are added to our reference database of names and addresses along with the unique keys associated to them.
When we are asked by our clients to review their customer records, which might come from several different databases, our identity resolution services consider all the different presentations of an individual's name (e.g. Mr Jon Smith, Mr J Smith and Mr Jonathan Smith) and any change of address. Using the knowledge in our name and address reference database, we add a unique identifier to these individuals so that records for the same individual can be processed in a consistent way.
This helps our clients to make sure that they…
- Have a single view of their customers across channels, even if a customer moves to a new house.
- Remove duplicate records and help identify where different records may refer to the same individual, e.g. Mr Jon Smith, Mr J Smith and Mr Jonathan Smith.
This all helps to reduce multiple communications being made in error to the same customer, and helps our clients use their resources most effectively. It allows public sector organisations to deliver their services efficiently and appropriately in a joined-up way.
By including your name and address in our reference database, it also enables us to ensure that if you are present on our opt out file or on 3rd party marketing suppression files, that these preferences are respected when we see your contact details from another source - even if your name and address is presented slightly differently from the format we hold on our reference file.