Five Steps to Owning Your Brand’s Customer Identity

The following post was recently published by Martech Advisor.

In my last article, I talked about Amazon’s vast amount of data they have about their customers and how it may be their most valuable asset. I argued that mastering Identity—and creating your own, custom identity graph—is your key to delivering the personalized, relevant engagement that builds a brand and drives relationships at scale.

If I succeeded in convincing you of the value of creating your own custom identity graph, here are five tips we’ve identified from helping clients create custom identity graphs (or what we call Custom Connected Identity Maps).

Begin with the end in mind.

Once you are mired in the details of creating your brand’s identity graph and coordinating between the various stakeholders in your organization, it’s easy to get sidetracked by challenges or issues. To ensure the process stays on track, establish upfront (with the input and buy-in of all the key stakeholders) what you want to achieve from this effort, how your marketing and advertising efforts will be improved by building your own identity graph and how you will know (success metrics) the effort and investment was well spent. These upfront decisions will inform every step of the process—from choosing your identity partner to deploying data across execution partners—preventing you from losing focus on the big picture.


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