The identity graph has traditionally been regarded as an obscure technical function, but it’s hard to overstate its importance. The identity graph is the foundation of identity resolution, and its mapping of consumer identifiers determines the scale, accuracy, and reach of marketers’ analytics and engagement efforts. Unsurprisingly, as B2C marketers recognize the impact of the identity graph, it’s getting a lot more attention. If you work in marketing and advertising, chances are you’re hearing about the “graph” a few times a day, as the term gets thrown around with increasing frequency — but it’s more than a clever-sounding industry term for the marketing cognoscenti: You need to understand exactly what it is and what it means for your business. Our latest research helps demystify this complex concept and answers questions every marketer needs to know, including:
- What is an ID graph? A simple question but not always an easy answer. We’ve defined what an ID graph is and why you need to care about it.
- What exactly goes into an ID graph? We explain layer by layer how an ID graph is built and the information it contains.
- Where does the ID graph come from? We’ll help you understand how to source, manage, and evaluate an ID graph that meets your needs.
- What’s the future of ID graphs? We look at how identity resolution will play a role in a firm’s ability to boost customer engagement and how ID graphs are evolving to meet marketers’ needs.
Check out our new report to see these answers in more detail along with other questions marketers have on their minds.