With GDPR behind us and a cookie-less world ahead, it's no wonder you can’t move in marketing for people talking about identity data. As long ago as 2016 Mike Sands wrote that “Identity isn’t just marketing’s latest buzzword; it’s a strategic imperative. Marketers need to start implementing identity strategies to support robust targeting, personalization and addressability across touch points.”
But how many of those building identity graphs stop to think about what we even mean by ‘identity’?
Identity strategies generally lie in the hands of data and tech experts who aren’t always expert at understanding people… even though it’s...