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#RampUp17: Identity Resolution 101

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Speaker:
Joe Stanhope, VP, Principal Analyst, Forrester

Published in: Marketing
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#RampUp17: Identity Resolution 101

  1. 1. © 2017 FORRESTER. REPRODUCTION PROHIBITED.
  2. 2. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Identity Resolution 101 Joe Stanhope Vice-President and Principal Analyst, Forrester Research March 6, 2017
  3. 3. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Customers are reshaping corporate strategies and technology agendas Institutions Customers Information Price Location Technolog y
  4. 4. © 2017 Forrester Research, Inc. Reproduction Prohibited 1 : Moment Welcome to post-digital marketing Discover Explore Buy Use Ask Engage
  5. 5. © 2017 Forrester Research, Inc. Reproduction Prohibited Identity is the connective tissue for post-digital marketing
  6. 6. © 2017 Forrester Research, Inc. Reproduction Prohibited Coordinated customer experiences. Deep customer insights. Better data governance.
  7. 7. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Identity Resolution enables many applications Source: “The Strategic Role Of Identity Resolution” Forrester report.
  8. 8. © 2017 Forrester Research, Inc. Reproduction Prohibited Identity resolution is a strategic initiative.
  9. 9. © 2017 Forrester Research, Inc. Reproduction Prohibited Reconciling the historical known vs. unknown identity framework is challenging
  10. 10. © 2017 FORRESTER. REPRODUCTION PROHIBITED. © 2016 Forrester Research, Inc. Reproduction Prohibited ID requirements vary by lifecycle stage
  11. 11. 1. Forced Choices
  12. 12. © 2017 FORRESTER. REPRODUCTION PROHIBITED. © 2016 Forrester Research, Inc. Reproduction Prohibited Forced Choices Source: “Bridging The Cross-Device Chasm” Forrester report.
  13. 13. © 2017 FORRESTER. REPRODUCTION PROHIBITED. © 2016 Forrester Research, Inc. Reproduction Prohibited Forced Choices Source: “Bridging The Cross Device-Chasm” Forrester report.
  14. 14. 2. Fragmented Identities
  15. 15. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Identity shatters rather than converges Source: “The Strategic Role Of Identity Resolution” Forrester report.
  16. 16. 16© 2017 FORRESTER. REPRODUCTION PROHIBITED. Lack of portability 3. Lack of Portability
  17. 17. © 2017 FORRESTER. REPRODUCTION PROHIBITED. A unintended consequence of ubiquity Source: “TechRadar™: Marketing And Advertising Technology, Q1 2016” Forrester report
  18. 18. © 2017 Forrester Research, Inc. Reproduction Prohibited Identity resolution is more than identity.
  19. 19. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Identity resolution is a continuous process Source: “The Strategic Role Of Identity Resolution” Forrester report.
  20. 20. © 2017 Forrester Research, Inc. Reproduction Prohibited Five practical considerations for mastering identity resolution.
  21. 21. © 2017 Forrester Research, Inc. Reproduction Prohibited 1. Assess identities.
  22. 22. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Align Identity to use cases Source: “The Strategic Role Of Identity Resolution” Forrester report.
  23. 23. © 2017 Forrester Research, Inc. Reproduction Prohibited 2. Build and manage profiles.
  24. 24. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Apply structure to dynamic customer profiles Source: “The Strategic Role Of Identity Resolution” Forrester report.
  25. 25. © 2017 Forrester Research, Inc. Reproduction Prohibited 3. Take data stewardship seriously.
  26. 26. © 2017 FORRESTER. REPRODUCTION PROHIBITED. © 2016 Forrester Research, Inc. Reproduction Prohibited Formal, technical, and emotional usability Source: “How Dirty Is Your Data?” Forrester report.
  27. 27. © 2017 Forrester Research, Inc. Reproduction Prohibited 4. Take responsibility for quality.
  28. 28. © 2017 FORRESTER. REPRODUCTION PROHIBITED. © 2016 Forrester Research, Inc. Reproduction Prohibited Measure and optimize identity resolution Source: “The Strategic Role Of Identity Resolution” Forrester report; Icons designed by Madebyoliver on Flaticon Matching Addressability Accuracy Persistence Marketing Performance
  29. 29. © 2017 Forrester Research, Inc. Reproduction Prohibited 5. Anticipate the future.
  30. 30. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Exciting emerging applications of identity Source: “The Strategic Role Of Identity Resolution” Forrester report.
  31. 31. © 2017 Forrester Research, Inc. Reproduction Prohibited Identity resolution is corporations’ next competitive battleground.
  32. 32. © 2017 Forrester Research, Inc. Reproduction Prohibited 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.
  33. 33. FORRESTER.COM Thank you © 2017 FORRESTER. REPRODUCTION PROHIBITED. Joe Stanhope +1 617-613-8107 jstanhope@forrester.com @joestanhope

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