At the MarTech Summit London, Celebrus took the stage for an engaging session, Enhancing Customer Journeys through Identity Solutions. We tackled big topics like identity resolution, managing anonymous visitors, and the state of the cookie debate. Here are some questions that came up!
1. Can a company solve for identity resolution without having a CDP?
Yes! The most important thing to solve for in the digital space is live-time identity resolution. While CDPs focus on aggregating data for analytics, they struggle with live-time digital data capture. CDP data is rarely available in real time or in the precise format needed to deliver truly personalized experiences. True identity resolution must move at the speed of digital, stay unaffected by browser controls and regulations, and remain compliant with global standards like GDPR.
That’s where Celebrus comes in. Our technology provides identity resolution at the speed of digital, capturing and unifying data in live time. Celebrus delivers a comprehensive view of each customer, making it easier to engage customers effectively—even with anonymous users. Brands can remember and act on customer interests, delivering personalized experiences without requiring users to log in.
2. If 94% of visitors are anonymous, how much of that can be identified through identity matching?
The short answer: a lot more than you’re currently seeing. Celebrus specializes in transforming anonymous traffic into actionable profiles using our patented approach to digital identity. We capture and link customer interactions—across devices and sessions—without relying on third-party cookies or invasive tracking. This means that even among your anonymous 94%, we can significantly increase the number of identifiable and actionable profiles. You’ll know your visitors better, sooner, and all in a privacy-first way.
3. How are brands utilizing identity solutions to overcome fragmented data challenges in customer journeys?
Fragmented data is the enemy of smooth customer journey analysis. Many brands struggle to connect touchpoints—website visits, mobile app interactions, call center activity—and this results in a disjointed experience. Celebrus solves this by unifying data instantly. Our identity solutions ensure every interaction is tied back to a single customer profile, regardless of where or how it happens—even when they jump from one device to another. What does this mean for your brand? Fewer data gaps, more precise insights, and a seamless experience for customers, from start to finish. You’ll know exactly how every marketing and advertising investment is performing, empowering smarter decisions and better outcomes.
4. Are Cookies Evil? Let’s Clear That Up
Cookies have a branding problem. The word alone triggers thoughts of invasive tracking, but not all cookies deserve the hate. First-party cookies, for instance, improve your experience by remembering preferences and making your journey seamless, but not all first-party cookies are created equal.
The confusion stems from third-party cookies, which track you across different websites. These cookies are rightly facing restrictions and criticism. However, the internet—and your experience on it—still heavily relies on cookies to function smoothly.
Here’s the real story:
- Third-party cookies: Many platforms already block them. Historically used for ad targeting and programmatic buying, these cookies now rely on outdated, incomplete data.
- True first-party cookies: Not all first-party cookies are created equal. Some vendors falsely market their third-party cookies as first-party, leading to compliance and functionality issues.
- Cookie persistence: External tech claiming to be "first-party" often isn't. If it relies on JavaScript or shares data outside your network, it’s essentially third-party and will face ongoing restrictions.
With Celebrus, our frictionless first-party data collection (true first-party cookies) provides the insights brands need to offer tailored experiences, all while respecting privacy.
5. How can identity solutions support more meaningful segmentation and personalization?
Better identity = being relevant. Celebrus allows brands to build rich, dynamic profiles in live time, enabling highly targeted and personalized communication. Whether it’s live-time offers, tailored messaging, or predictive insights, our identity solutions ensure you’re speaking to the right person, with the right message, at the right time. That’s how you drive engagement and loyalty and stay relevant to your customers.
With built-in AI and machine learning, Celebrus takes it a step further, seamlessly enhancing processes like testing, decision-making, and programmatic buying to ensure every interaction adds value.
Final Thoughts
Celebrus is here to replace guesswork with precision. Whether it’s identity resolution, solving for anonymity, or navigating the cookie conundrum, we provide brands with the tools to thrive in a privacy-first world—while keeping consumers happy and engaged.
