Optimizing Accuracy and Reach in Identity Graphs
Most identity resolution systems report how many visitors they matched, not how many of those matches were correct. This white paper explains how Launch Labs uses known customer data from a CDP to measure accuracy, and why the right balance of reach and precision depends on the use case.
Identifying more website visitors creates new opportunities for targeting, personalization, and measurement. But a higher match rate doesn't always mean better results.
To understand that tradeoff, Launch Labs tested 64 combinations of identity resolution settings using real customer data from a multi-location retail group. The results revealed two distinct groups of high-performing configurations: those that prioritized reach and those that prioritized accuracy.
In this white paper, you'll learn:
- How to measure identity resolution accuracy using known customer data from a CDP
- What happens to accuracy as resolution volume increases
- Why the right balance depends on whether you're measuring attribution or messaging customers directly
