Here’s how

The marketing industry has been awash with articles and papers talking about marketing technology and the importance of linking identity management across an enterprise’s investments. And rightfully so. Brands should be laser focused on these topics because, simply put, they are the fundamental building blocks for establishing a meaningful, direct relationship with customers and, in turn, gaining competitive advantage.

The challenge, like many past inflection points in our industry, is how to capitalize on this. What is needed, beyond the actual physical technology and people? In my experience, the “how to activate” is often the last consideration, but really, it should be the first place to start. Let’s take a deeper look at how this impacts the need for a tactical, ground-up data plan for identity management.

Identity as a whole is impacted by the level of fidelity of your data and how it’s able to paint a clear picture of your customers, their brand interactions and the end-to-end customer journey.