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identity resolution software

Top Identity Resolution Software for Marketers in 2024

Leads and customers are what drive your business forward. Understanding who they are and how they interact with your brand is key to successful marketing campaign. But when your leads are scattered across different channels, it can be difficult to paint a complete picture of your audience.

With identity resolution software, a tool that helps marketers gather behavior attributes to create a unified customer profile, you can create a foundation for your business to make data-driven marketing decisions with confidence.

Keep reading to learn more about identity resolution software, including:

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What is identity resolution?

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Identity Resolution

Identity resolution is the process of compiling user actions and attributes from across different platforms and touchpoints to create a single, unified profile.

Marketers use identity resolution to link behavioral actions to specific customers, similar to how detectives piece together information from cell phones, surveillance cameras, and online activity to find a missing person.

Identity resolution software vs. CDP

Because both tools deal with aggregating customer data, many see identity resolution software and customer data platforms (CDPs) as one in the same. In reality, the two differ in how they’re used.

Whereas a CDP acts as a comprehensive customer database, identity resolution software integrates customer behavior identifiers across platforms to create individual profiles for customers.

Why is identity resolution software important?

First and foremost, identity resolution is a data management process. Rather than treating customer data from different channels as separate profiles, identity resolution (as a practice and software) seeks to connect those attributes and actions to create a single profile. In doing so, it helps to organize the data collection and organization process for businesses.

Additionally, identity resolution software is important because it helps marketers and businesses recognize individual customers and the actions they take when interacting with a company. Through this, businesses can better understand their audience and produce more personalized campaigns and buying experiences.

Top identity resolution software

Many factors go into choosing the right identity resolution software for your business. From pricing to features, there’s a lot to consider. Whether you’re in the market for an identity resolution platform or just curious about what’s available, this guide to the top identity resolution software and platforms can help make your choice easier.

Take a look at the top identity resolution software options, including comparisons of key features:



MarketingCloudFX is a multifaceted revenue marketing platform that comes stacked with tools to help marketers make the most of the customer data, including identity resolution capabilities like lead enrichment and contact management.

MCFX gives businesses the power to accelerate their growth and revenue by unifying data from different sources, including:

  • Websites
  • Online stores
  • Forms
  • Ad campaigns
  • And more!

Through MCFX’s product suite, data activation, lead nurturing, and data-driven campaign personalization can become a standard practice for your business.



Wunderkind is an identity resolution and performance marketing platform that’s powered by customer identification. Equipped with consumer insights, artificial intelligence (AI), and machine learning, Wunderkind helps businesses monetize their traffic by identifying key profiles and helping them turn those leads into customers.



LiveRamp harnesses the power of data collection and collaboration to help businesses paint a vivid picture of their most valuable customers. A flexible identity resolution platform, LiveRamp supports a wide range of use cases so businesses can connect first-, second-, and third-party data with audience segments and profiles to create a unified customer view.



Amperity understands customer data can be messy. That’s why this identity resolution software and CDP platform created a new approach to identity resolution, leveraging AI, machine learning, and deterministic matching to help businesses create a solid data foundation. Transparent and flexible, Amperity helps businesses safely extract data to create unified customer profiles.



Narrative is a data and identity resolution software that is fully transparent, meaning businesses can ensure they data they’re feeding into their profiles meet quality, trustworthiness, and compliance standards. Flexible and fast, Narrative helps link customer identifiers across touchpoints, platforms, and applications to create unified customer profiles that are accurate and detailed.



FullContact is an identity resolution software that provides the intelligence and data businesses need to identify and create customer profiles that help marketers target the right customers. It does all of this while also offering data privacy and security. 

FullContact stands out from the martech crowd by collecting customer data and extracting valuable marketing insights while also safeguarding and keeping it private.

retention knows that frustration of anonymous online shoppers and cart abandoners. That’s why they created an identity resolution platform that safely and securely captures emails and other customer identifiers so businesses can respectfully retarget customers. 

With dozens of integrations, users can gather data across platforms to build customer profiles that help businesses offer one-of-a-kind, personalized customer experiences that convert.

Measuring the metrics that affect your bottom line.

Are you interested in custom reporting that is specific to your unique business needs? Powered by MarketingCloudFX, WebFX creates custom reports based on the metrics that matter most to your company.

  • Leads
  • Transactions
  • Calls
  • Revenue
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Do more with your data with WebFX and MarketingCloudFX

WebFX is a full-service digital marketing agency that understands the power of customer data insights. Through data-driven solutions and state-of-the-art marketing technology like MCFX, WebFX has helped 2,000+ clients generate over 24 million qualified leads.

Coupled with MCFX’s lead enrichment capabilities, we’re a powerful duo capable of helping you connect with your most valuable leads.

Start turning leads into customers by contacting us online or give WebFX a call today at 888-601-5359 to learn more.

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