ID matching as high as 84%? It’s happening.

Typical identification rates on a retail site can be pretty low - hovering around 10%. That number includes logged-in users, and recent purchasers who still have a cookie on their browser. Personalization is great, but only if it can scale—10% just isn’t worth the squeeze.

You may already be familiar with ID matching (also known as “stitching”) which helps brands identify more people on their site. But more brands are reporting startlingly high ID match rates using a variety of different techniques. And they’re working with a wide variety of tools to get there.

We’ve talked to brands that are getting great results with a single partner, and others that are working with two or more to get even better coverage (although there is some overlap.) Consider the lift from being able to personalize and trigger messages to 84% of site visitors instead of 10% - it’s a major performance booster.

What brand leaders are saying:

“The individual might be known to Carter's, known to Zeta, known to the larger Zeta network, or completely anonymous, and they can match them. They can match 84% overall. It’s hard to believe it’s that good, but we keep testing it, and that’s what the data show.”

CARTER'S

“If there's a big jump in that space, if there's a new partner that comes across, says, 'Oh, I can do a 90% match rate instead of your 50%, 55%, absolutely, we would jump on that because portfolio-specific marketing is the name of the game for us in this industry.”

PHH Mortgage

“We’re looking for a tool that can help with identity resolution. I like Simon Data for that – their cost is low just to use the identity graph. And, I’ve heard that Simon can identify at least 70% of the customers that come to our website…”

FINISH LINE