Marketers need a source of truth to identify consumers. That is the job of an identity graph: to recognize consumers and their associated profiles and attributes at any point in time, and be able to act on that information for segmented and personalized marketing initiatives.
Because identity graphs are relatively new, there is widespread confusion over what they can and should do, how they do it, or if your firm even really needs one.
Infutor's latest report, "Managing Your Own Identity Graph: What Martech Providers Need to Know to Create More Effective One-to-One Customer Relationships," will explore:
- Identity graph basics
- Development and operational considerations for successful management
- The value an identity graph provides to marketing efforts