What’s behind the confidence gap between marketers?
Most organizations have no shortage of customer data. The challenge is that customer interactions often remain scattered across channels, platforms and teams, making it difficult to understand the full customer journey.
To better understand the impact of this challenge, the American Marketing Association and Epsilon surveyed more than 200 U.S. B2C marketers at enterprise organizations. The findings revealed a consistent pattern: Marketers using identity resolution reported stronger effectiveness across several key marketing capabilities, including prospecting, digital campaign execution and personalization.
Figure 1. AMA and Epsilon research found that marketers using identity resolution reported greater effectiveness in reaching prospects, maximizing digital campaigns and delivering personalized experiences than marketers who do not use identity resolution.
As expectations increase around relevance, personalization and accountability, having access to customer data isn’t enough. Greater confidence comes from being able to connect individual interactions across channels into a more complete view of the customer. Identity resolution helps create that foundation by bringing together customer identifiers and interactions that might otherwise remain disconnected.
Read the report to explore the complete findings and learn how identity resolution can help marketers build a more connected view of the customer.
Download the full report