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Cloud computing has gained popularity due to the lower upfront capital investment, flexible cost and support models, scaling on demand, and the increasing number of platforms and services in the cloud. Here, we will share lessons and implications for data scientists, marketers, and IT looking to leverage a cloud-based data solution.
Identity has never been more critical for marketers than it is today, given the proliferation of digital and online channels and media through which consumers and brands interact. As marketers embrace the people-based marketing philosophy, having the processes in place to ascertain identity (referred to as “identity resolution”) is crucial to executing on the vision.