ID graphs: The path to identity resolution
If you're not familiar with what an identity graph is, it's time to bone up on the term and add it to your arsenal. Columnist Mike Sands walks you through the ins and outs of ID graphs.
Among consistently hot marketing subjects like mobile and social, or buzzed-about trends like artificial intelligence and marketing automation, identity is emerging as a key marketing topic. Recognizing customers across devices and stitching that information together into a single view has never been more relevant.
- A Forrester report claims identity is the “next competitive battleground,” yet “one of the few truly unique assets companies own.”
- The Direct Marketing Association considers cross-device identity so challenging they’ve created a primer to help marketers and tech companies speak the same language.
But taking a step back from the reports and headlines, the real-world question marketers frequently ask is: “How do I get started with resolving cross-channel identity?”