Sifting through marketing jargon can be a time-consuming and frustrating task for any growth-oriented business leader, especially when the identity landscape is evolving so quickly. A lot of marketers are hoping new buzzwords will entice you to buy their solution without fully understanding the features. Last month, we explored identity resolution in-depth, and this month we will further explain identity graphs. When it comes to identity graphs, there is too much at stake not to fully understand what an identity graph is and how implementing one can positively impact your business.
An identity graph is a digital database of anonymous customer profiles built to securely ingest and organize web behavior data for millions of individuals.
An identity graph acts as an anonymous key for businesses to create a unified view of their customer and build products that enable targeting, measurement, and optimization. For example, One user typically interacts with 2-10 devices a day (phone, smartwatch, work computer, personal computer, TV device, etc.). Without an identity graph, a marketer’s analytics tool might mark that user as a different customer for each of their devices. This not only wastes marketing dollars but also provides an inconsistent, distracting experience for the user. Therefore, accurately mapping all of these devices to one user is beneficial to both the marketer and user.
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