We hope that you will join us at the 2015 SAS Global Forum on April 26 - 29 in Dallas, TX!
The question is often asked: What if we were able to understand the characteristics and behaviors of an individual consumer even when they were anonymous to us? Find out the answer on Monday, April 27 at 11:00am, when Merkle's Chief Technology Officer, Matt Mobley, presents "Identifiying The Individual Consumer Through Data Management, Data Integration and Analytics".
In an age where the identity of an individual consumer can take many forms, the application of data, data quality, and deterministic and statistical match rules become the key to understanding with whom you are communicating. When we are able to connect identities across the known and anonymous realms, we are able to create rich data assets that can power all aspects of marketing: measurement, optimization, and personalization.
During this session, Matt will define the overall challenge, the techniques to solve for this challenge, and the tools that are used in this process.
Key takeaways include:
1) Understanding the identity graph of a consumer
2) What techniques and assets are available to link anonymous and known identities
3) The tools used to facilitate this process