Is personalization & ID resolution worth risking customer trust? Private policies are forcing marketers to reconsider how they track and target users. Many stakeholders oppose the idea of marketers walking away from personalization initiatives and ID resolution. While there are others like Mark Stouse who argue advertisers need to listen to the marketplace and respect consumers wishes not to be tracked.
“Most marketers are not yet really thinking twice about ID resolution platforms and the large-scale automated pursuit of people that they enable,” said Mark Stouse, CEO of Proof Analytics, a company that offers regression analytics services with automated marketing mix modeling capabilities. “Most marketers believe that ID resolution is an absolute prerequisite to driving business and show value, which is not accurate.”
Personalization and ID resolution platforms may help marketers better understand their customers. But privacy regulations are making the efforts harder to use user-level tracking abilities.
The new privacy laws coming out forces marketers to reconsider their approach. The use of ID resolution and personalisation shows that marketers see value in very narrow top-of-funnel terms. Rather than enabling a better customer experience.
However, Gartner has predicted that 80 percent of marketers will stop using personalisation effects during the five up-coming years. The underlying reasons for abandoning personalization are the lack of ROI and too many customer data management obstacles.
Not only the pressure from customers are influencing marketers to walk away from ID resolution. The actions of browser and platforms providers, legislators and regulators, and industry groups are also making ID resolution harder to use due to user privacy issues.
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