Consumers interact with a brand through hundreds of touchpoints across devices, platforms, and channels. During the buyer’s journey, consumers use 3-4 internet-connected devices. And by 2021, the number is expected to increase to 13 devices. This exponential increase in device usage indicates a sudden surge in data as well. This data influx is demanding organizations to have proper data cleansing strategies in place so that their organizational data is always kept up-to-date, accurate, and consistent.
Companies gather this data from various consumer touchpoints and use it to design better, personalized experiences for them. And if data is being gathered using multiple disparate systems – which nowadays, it normally is – it becomes crucial to perform identity or entity resolution.