#RampUp17: Identity Resolution 101
Transcript of #RampUp17: Identity Resolution 101
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Identity Resolution 101
Joe StanhopeVice-President and Principal Analyst, Forrester Research
March 6, 2017
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Customers are reshaping corporate strategies and technology agendas
InstitutionsCustomers
Information
Price LocationTechnology
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1 : Moment
Welcome to post-digital marketingDiscover
Explore
Buy
Use
Ask
Engage
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Identity is the connective tissue for post-digital marketing
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Coordinated customer experiences.
Deep customer insights.
Better data governance.
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Identity Resolution enables many applications
Source: “The Strategic Role Of Identity Resolution” Forrester report.
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Identity resolution is a strategic initiative.
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Reconciling the historical known vs. unknown identity framework is challenging
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ID requirements vary by lifecycle stage
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1. Forced Choices
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Forced Choices
Source: “Bridging The Cross-Device Chasm” Forrester report.
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Forced Choices
Source: “Bridging The Cross Device-Chasm” Forrester report.
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2. Fragmented Identities
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Identity shatters rather than converges
Source: “The Strategic Role Of Identity Resolution” Forrester report.
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Lack of portability
3. Lack of Portability
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A unintended consequence of ubiquity
Source: “TechRadar™: Marketing And Advertising Technology, Q1 2016” Forrester report
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Identity resolution is more than identity.
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Identity resolution is a continuous process
Source: “The Strategic Role Of Identity Resolution” Forrester report.
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Five practical considerations for mastering identity resolution.
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1. Assess identities.
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Align Identity to use cases
Source: “The Strategic Role Of Identity Resolution” Forrester report.
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2. Build and manage profiles.
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Apply structure to dynamic customer profiles
Source: “The Strategic Role Of Identity Resolution” Forrester report.
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3. Take data stewardship seriously.
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Formal, technical, and emotional usability
Source: “How Dirty Is Your Data?” Forrester report.
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4. Take responsibility for quality.
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Measure and optimize identity resolution
Source: “The Strategic Role Of Identity Resolution” Forrester report; Icons designed by Madebyoliver on Flaticon
Matching Addressability Accuracy Persistence MarketingPerformance
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5. Anticipate the future.
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Exciting emerging applications of identity
Source: “The Strategic Role Of Identity Resolution” Forrester report.
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Identity resolution is corporations’ next competitive battleground.
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5. Establish benchmarks to track efficacy.
2. Don’t chase the golden record.
1. Start with the use cases.
3. Go beyond the traditional mindset.
4. Never lose sight of the risks.
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Joe Stanhope+1 [email protected]@joestanhope