Data plays an essential role in successful marketing campaigns. Without it, customer wants and online interactions are unknown. Businesses collect data but it is often imperfect and scattered, creating identity gaps. Marketers must close customer identity gaps to provide relevant, engaging experiences and propel their brands forward.
Identity gaps occur when businesses lack understanding of visitors identities and behaviors. Without a complete understanding, personalization is limited and customer experience is poor which leads to revenue loss. Common identity gaps are anonymous visitors, cross-domain roadblocks, data timeout, and missing data.
By capturing data across channels and devices and connecting it to a unified identity graph, marketers can analyze customer data in real-time and optimize the customer experience. Closing identity gaps leads to better targeting, segmentation, messaging, and brand-building, ultimately leading to better engagement and business success.
How Marketers Can Use Identity Graphs to Understand Their Customers Better
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