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The goal of marketing is to provide the best offer to the right customer at the right time. Decisioning based on sound data helps marketers achieve the most ROI, relying mainly on first-party data. Today’s DMPs (Data Management Platforms) provide great quality data combined with artificial intelligence systems.
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.