Successful retail media networks rely on their ability to create and activate highly relevant customer audiences. However, this requires overcoming data silos, identity resolution challenges, and scalability issues.

The Challenges of Audience Building

Retailers and brands face several obstacles when trying to develop targeted audiences:

• Siloed Data Sources: First-party and third-party data often reside in different systems, limiting visibility.
• Difficult Segmentation: Without advanced tools, defining customer personas and behavioral patterns can be time-consuming and inaccurate.
• Scalability Issues: As the audience base grows, so do the complexities of managing, analyzing, and activating data.

Narrative’s Audience and Identity Solutions

Narrative streamlines the audience-building process with AI-powered segmentation tools that automate data categorization. Key features include:

Own Your Identity Solution: Build and manage your identity framework within your own environment—no external calls or ID sharing required.

Flexible Identity Provider Options: Choose any identity data providers, use multiple solutions, and pay as you go—all with one integration.

No Vendor Lock-In: Deploy only the components you need within your existing infrastructure and scale on your terms—without restrictions.

Data Normalization & Taxonomy Management: Structure and standardize disparate data sets for seamless interoperability across ecosystems.

AI-Driven Segmentation: Automate audience building with AI, eliminating guesswork for more precise targeting.

Unified Data Integration: Combine first-party and third-party data to create a complete, actionable customer profile.

The Role of Identity Resolution

Without strong identity resolution, customer profiles remain incomplete, leading to low match rates and inconsistent insights. Narrative solves this by:

• Enhancing Match Accuracy: Integrates with leading identity providers to improve data consistency and precision.
• Unifying Fragmented Data: Uses Rosetta Stone technology to standardize and connect disparate data sources.
• Ensuring Seamless Integration: Offers modular adoption, allowing businesses to implement identity tools without disrupting existing systems.

By improving audience segmentation and identity resolution, Narrative helps retailers and advertisers create more precise, scalable, and actionable customer profiles that drive better campaign outcomes.

Learn more and book a demo here: Narrative.io