Learn some of the history behind ORCiD (a "DOI" for authors) and why it matters: "...The scenarios for confusion and ambiguity abound: multiple authors who
happen to share the same name; those who’ve changed or combined their
last names after marriage; those whose names contain accents or other
special characters that might confound a literature search; or those
simply unlucky enough to have their names misspelled by a journal or
other party in the course of publication..."
And if you don't have an ORCiD yet or would like to know more, contact Barbara Wetzel (375.3289) or Tomiann Parker (375.3298).