The Real Deal on identity's impact

Many marketers feel confident that their marketing is working. But as organizations grow and marketing becomes more complex, that confidence can become harder to sustain.

In this Real Deal video, discover what research from Epsilon and the American Marketing Association reveals about how identity resolution impacts marketers’ ability to identify and reach customers, personalize experiences and measure performance.

Where marketing confidence meets identity reality

Marketers are often most confident when understanding existing customers, where relationships and data are already established. But when the focus shifts to finding and reaching new customers, the gaps become more apparent.

Identity resolution helps marketers recognize people and connect data about those people across channels and sources. The research shows that marketers using identity resolution report greater confidence across more advanced capabilities, from identifying and reaching prospects to personalization, measurement and capturing insights for future campaigns.

As marketing grows more sophisticated, “good enough” can quickly reach its limits. Treating identity as a foundation across customer understanding, activation and measurement can help marketers keep pace with increasing complexity and expectations.