Shift towards strategic capabilities for optimized consumer experiences
Role of identity management in the establishment of audience portability
Necessity of recognizing cross-device identity signals in the identity management strategy
How identity management is critical for successful marketing measurement
When marketers think of identity management or identity resolution, the first things that come to mind are; data hygiene, deduplication processing, and customer IDs. However, as organizations drive their digital transformation journeys to reach consumers across multiple channels and media, the strategies for identity management must also transform. As a result, identity management strategies and capabilities must continue to focus on legacy capabilities, but must also optimize the consumer experience through audience portability, connecting devices, linking online and offline footprints, and integrating governance and measurement.
Merkle’s Identity Management experts will help you understand how identity management today requires a change in your consumer data management strategies to support successful marketing execution and insights.