Identity Management: Relevance and Accountability Across Devices, Time and Space

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    Written by By Joe Laszlo with Nicholas Einstein Identity Management, Probalistic, Deterministic, Hybrid, People-based marketing, Madtech

    About: Published in June 2017 this paper leverages The Relevancy Group executive survey data to explore the adoption of Identity Management and the various methods that are needed to market at the individual, People-based Marketing level.

    Key Questions:

    How does deployment of identity management solutions stand currently?
    What are the pros and cons of deterministic versus probabilistic identity management solutions?
    What features do marketers seek from identity management solutions?

    Key Findings:

    Almost half (48 percent) of marketers currently use an identity management solution.
    Senior marketing executives have a particularly strong focus on identity management.
    While deterministic identity can provide certainty of cross-device matches, it generally comes at the cost of smaller reach than probabilistic solutions. Hybrid approaches combining both deterministic and probabilistic techniques seem like a pragmatic choice.
    Marketer deployments of identity management are roughly evenly split among probabilistic, deterministic, and hybrid approaches. 
    Marketers’ most desired identity management feature is the ability to combine online and offline data, extending identity from the virtual to the physical world.

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