In the emerging world of targeted marketing, knowing your customers and prospects is becoming essential.
As that importance grows, so does the position of companies offering identity “graphs”, records of consumer profiles built from the various breadcrumbs they lay down in their digital activity.
Evan Hanlon, GroupM’s US chief strategy officer, thinks getting customers’ identities right is difficult – but challenging
“Identity, it becomes such a quagmire in terms of understanding what people are actually talking about,” he says in this video interview with Beet.TV.
Please watch the full interview on Beet.TV here.