IDENTITY: THE LINCHPIN OF 1:1 MARKETING
Google will know that you are hungry for sushi before you do.
—BEN KUNZ, VP, MEDIASSOCIATES1
Chapter 9 told you there are three key components required to be a 1:1 marketer. We just covered the first one—the data you need to amass and normalize to power personalization. This chapter covers the second essential component—an identity graph.
As a reminder, an identity graph enables you to combine data about your prospects and customers into a single data set that can be used to launch and deploy campaigns. Perhaps it’s not clear why an identity graph is a foundational element of 1:1 marketing.
Chapter 1 introduced ...
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