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The difference between certainty and reach, and I’ll talk about that a little bit, and that certainty in your fraud or your identity verification,
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authentication, fraud prevention use cases. The accuracy of the certainty of the information relative to it as a verifiable sources is super important
on the other end of the spectrum you have reach – reach is servicing much more of a marketing type use case where the opportunity to achieve
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you know, a return from the marketing activity is much more of a, you know, game of mechanics or metrics, you know, it’s about how much of an audience can I reach
that ultimately results in a conversion for sale goods or services.
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So there’s some overlap that’s in common between those two use cases like “is a phone number valid?” well valid phone number means contactable,
“is a phone number associated to the right person?” again certainty and reach but where it branches off a bit is that in a negative situation
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you know if it isn’t associated to the person then that anomaly so to speak could be fraud. Customizations come in the form of
you know attributes delivery systems and workflow you know a fraud solution may have a step up or step
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out type function, whereas a lead solution will have filters to say specify a specific selection criteria that fulfill the type of leads
or audiences that I’m looking to engage with or interact with.
