Without a strong program to manage customer identity, your marketing performance will collapse. We commissioned Forrester Consulting to evaluate the state of identity resolution at 200+ companies, and found that many programs lack the same essentials—from robust data to accurate measurement.
KEY INSIGHTS
We found common weak spots in brands’ identity programs.
Many programs can’t measure performance
Brands are missing opportunities to gain insights that would drive better business outcomes. Fewer than 50% of brands use their identity programs to measure their marketing, optimize campaigns and perform attribution analyses.
Many C-suites aren’t aligned with their directors
C-level executives are much more likely to overrate their programs compared to less senior respondents with more day-to-day visibility. For instance, execs are more likely to be “extremely confident” in their customer profiles’ completeness and accuracy; more likely to rate their persistence as “excellent”; and more likely to believe their profiles can be updated with new data that they can immediately activate against.
Many programs are too narrow in scope
Most brands’ programs aren’t using reliable, high-quality data to identify customers. The top identifiers used by brands are email addresses, IP addresses and login data. Fewer brands are using online and offline transactional data, which is far more persistent and accurate.
WHAT MARKETERS ARE SAYING
Here’s a sample of what we heard about identity programs across industries.
TOP DATA CHALLENGES BY INDUSTRY
