ID graphs: The path to identity resolution

Among consistently hot marketing subjects like mobile and social, or buzzed-about trends like artificial intelligence and marketing automation, identity is emerging as a key marketing topic. Recognizing customers across devices and stitching that information together into a single view has never been more relevant.

• A Forrester report claims identity is the “next competitive battleground,” yet “one of the few truly unique assets companies own.”
• The Direct Marketing Association considers cross-device identity so challenging they’ve created a primer to help marketers and tech companies speak the same language.

But taking a step back from the reports and headlines, the real-world question marketers frequently ask is: “How do I get started with resolving cross-channel identity?”

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Mike Sands is CEO of Signal. Prior to joining the company, he was part of the original Orbitz management team and held the positions of CMO and COO. While at Orbitz, Mike helped take the business from start-up to IPO, then through two acquisitions (Cendant and Blackstone). After Orbitz, Mike joined The Pritzker Group as a partner on their private equity team. Mike also has held management roles at General Motors Corporation and Leo Burnett. His work at General Motors led him to be named a “Marketer of the Next Generation” by Brandweek magazine. Mike holds a Bachelor of Science degree in Communications from Northwestern University and a Masters in Management degree from the J.L. Kellogg School of Management.

Source: MarketingLand