Making Sense of Signals

2025 has been a year of big changes in marketing. As cookies disappear and more browsing traffic is hidden from third‑party trackers, marketers are dealing with stricter privacy rules and more data than ever. Deloitte’s marketing trends report found that three‑quarters of consumers are more likely to buy from brands that send them personalized content. Nearly half of the brands that lead on personalization exceeded their revenue goal. This demand for relevance is driving investment in artificial intelligence, omnichannel experiences and first‑party data.

It is also clear that brands are struggling to make sense of the data they collect. Only 16% use zero‑party data and 63% name return on investment as the top performance metric. Many brands still rely on disconnected campaigns and half of C‑level respondents worry about data leakage. Privacy concerns are growing too; Experian found that around 40% of browser traffic no longer supports third‑party cookies and the number of alternative IDs resolved to individuals has grown by 30%.

ResiFuse is positioned to help. The company frames identity as the start of every smart decision and it connects signals to show who is ready to engage, allowing brands to act with confidence. Our technology turns scattered signals into clear action helping users stay focused on real buyers backed by best‑in‑class transactional data from 120+ data providers. ResiFuse helps you use data to get a 360‑degree view of your audiences and brings your audience into focus so every move has purpose. This approach is about using data with purpose rather than collecting it for its own sake.

By unifying transactional data and behavioural signals, ResiFuse can help brands answer questions that are difficult to solve with siloed analytics. For example, if a furniture retailer sees an increase in website visits but stagnant sales, ResiFuse’s platform could identify which visitors are high‑intent by linking their browsing behaviour with purchase signals from other channels. Marketers can then focus resources on those shoppers instead of blasting generic ads. Because ResiFuse emphasises identity resolution and a 360‑degree view, it can help marketers move beyond the 41% of brands that cannot measure across channels.

ResiFuse’s focus on best‑in‑class transactional data also aligns with the industry shift toward first‑party data. As Forbes notes, consumers are more willing to share information when they know how it will be used.

Marketers are moving fast toward data‑driven personalisation, and 2025 is proved that there is a gap between the data collected and the insights used. With consumers demanding relevant, privacy‑aware experiences and marketers facing increased complexity, platforms like ResiFuse offer a way to turn disparate signals into action. By focusing on identity, purpose and a holistic view of each audience, ResiFuse gives brands the clarity they need to make smarter decisions and deliver personalised experiences at scale.

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