RFI Questions for Identity Resolution Vendors

In today's data-driven world, understanding your customer is paramount. That's where Identity Resolution comes in — the ability to connect fragmented data points into a single, unified view of each individual. But with numerous vendors vying for your attention, how do you ensure you're making the right choice?

The key lies in asking the right questions. Don't be swayed by flashy demos and promises alone. Get down to the nitty-gritty and understand exactly what each platform offers. To help you navigate this complex landscape, we've compiled a crucial list of questions to pose to potential Identity Resolution vendors.

Data Onboarding and Privacy

Start with the foundation: how does the vendor handle your data and respect consumer privacy?

• Does the platform support first-party data onboarding?
• Can we incorporate any of our private customer IDs into the platform?
• Do you use probabilistic, deterministic or a hybrid approach to matching?
• How do you validate the accuracy of your deterministic matches?
• What match rate can we expect, given our vertical market and database size?
• How do you comply with privacy regulations and consumer choice?

Identity Graph

The identity graph is the backbone of any resolution platform. Understand what powers it.

• Do you own or license your referential identity data?
• What are your identity data sources?
• How do you validate the quality of your identity graph?
• How much of your data is addressable?
• How is your identity graph linked to offline PII?
• Do your identity capabilities apply to non-U.S. markets?

Martech and Adtech Integrations

Identity resolution is only as useful as its ability to connect with your existing stack.

• How does the platform integrate with martech platforms (i.e., CRMs, DSPs, CDPs)?
• Does the platform feature any built-in data activation capabilities (i.e., personalized email or ad campaign execution)?
• Do you have APIs available for data import/export?
• What reporting do you provide that will document the ROI from our identity efforts?

Customer Support

Support quality can make or break your experience with a vendor. Dig into the details.

• What kind of customer support is included?
• Web, phone, chat, or email to report problems?
• What types of primary support such as account management and technical support?
• What types of secondary support such as GTM or campaign strategist?
• Do you offer a proof-of-concept to measure potential performance and scale?
• Do you provide a self-service option in which we can manage identity data?
• What kind of professional services are available — and how much do they cost?

Product Roadmap and Management

Understanding a vendor's roadmap helps you assess whether the platform will grow with your needs.

• How does the company handle requests for product modifications?
• What new features are you considering?
• What are the long-term roadmap and launch dates?

Data Security and Privacy

Security is non-negotiable. Ensure the vendor meets your standards for data protection.

• How do you ensure data security during transmission and storage?
• What measures are in place to prevent data breaches?
• Are you in compliance with GDPR, CCPA, or other relevant privacy laws?

Performance and Scalability

Your data needs will grow. Make sure the platform can keep up.

• What is the average processing time for data onboarding and identity resolution?
• How does your platform handle large-scale data processing, and what are its scalability limits?
• Can the platform support real-time data updates and identity resolution?

Technology and Innovation

The best platforms invest continuously in their underlying technology.

• What technologies (e.g., AI, machine learning) underpin your identity resolution capabilities?
• How frequently is your identity graph updated with new data?
• What innovations or improvements have you recently implemented to enhance identity resolution accuracy?

Customization and Flexibility

Every organization has unique requirements. Assess how well the platform adapts.

• Can the platform be customized to meet specific business needs or use cases?
• What level of customization is available for data integration workflows?
• Are there options for white-labeling the solution for internal use or resale?

Competitor Comparison

Don't shy away from asking vendors to differentiate themselves.

• How does your solution differentiate from major competitors in the market?
• Can you provide case studies or references from clients in similar industries?

User Experience and Interface

Usability directly impacts adoption and time-to-value.

• What user training resources are available to help us get started with your platform?
• Is there a user-friendly dashboard for monitoring identity resolution performance and metrics?

Pricing and Contracts

Finally, ensure transparency around costs and commitments.

• What is your pricing model, and are there any hidden fees we should be aware of?
• Do you offer flexible contract terms or trial periods for evaluation purposes?