HOW TO CREATE AND MANAGE YOUR IDENTITY GRAPH
Be yourself. Everyone else is already taken.
—OFTEN ATTRIBUTED TO OSCAR WILDE, AUTHOR AND PLAYWRIGHT1
The last chapter talked about why identity resolution is a foundational element for all 1:1 marketers. This chapter covers the specifics of how a brand can create an identity graph by mapping its customer data to the consumers’ devices and digital identifiers.
Doing so unlocks the ability to reach your customers with a personalized message on any of their connected devices. More important, by creating and managing your own identity graph, you can reach the same people on the same and other devices ...
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