New AI-Powered Adaptive Identity Resolution Offered by Hightouch

Hightouch has rolled out a new tool that will ensure customer data produces usable profiles that adapt to different use cases.

Adaptive Identity Resolution is aimed at brands that struggle to unify sprawling customer data across devices, platforms, and identities. Hightouch is a composable customer data platform (CDP) and artificial intelligence (AI) decisioning platform that empowers companies to activate their data warehouse to power personalized marketing and business operations

As part of Hightouch’s warehouse-native CDP,  businesses can toggle between high-confidence deterministic matching and higher-reach probabilistic matching within a single project setup in a “multi-zone” identity resolution.

Personalized Experiences

The new offering allows Hightouch users to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data and AI across their organization.

“Most identity resolution tools are either rigid or opaque,” said Tejas Manohar, Co-Founder and Co-CEO of Hightouch. “We’ve built something entirely new, a multi-zone identity engine that lets customers toggle between high-confidence deterministic graphs and higher-reach probabilistic graphs, without sacrificing transparency or control. The ways you use customer identities are situational; Adaptive Identity Resolution adjusts to fit each situation.”

Identifying Targets

Manohar points out that modern customers engage across multiple devices, emails, and channels, making clean, accurate customer data a persistent challenge. Deterministic identity resolution, that relies on identical email addresses or phone numbers struggle when data is inconsistent or incomplete.

Adaptive Identity Resolution uses AI to fill the gap, using machine learning models to infer connections between similar, but not identical, records, such as linking a nickname and personal email to a business identity.

Key features include:

• Multi-zone matching allows users to dial confidence levels up for precision or down for reach. Use deterministic and probabilistic resolution in parallel depending on your use case.
• Warehouse-native architecture can perform identity resolution on complete data, directly in the data warehouse;
• Configurable & transparent allows for fine-tune matching logic, inspect machine learning decisions, and customize golden record logic without code; and
• Real-time data activation permitting merged profiles to work instantly across ads, email, customer success, and more through Hightouch’s deep integration ecosystem.

To learn more or request a demo, visit hightouch.com.