New Research

      Is your identity program build on a house of cards Download now
       

      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.

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      KEY INSIGHTS

      We found common weak spots in brands’ identity programs.

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      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.

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      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.

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      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.

      TOP DATA CHALLENGES BY INDUSTRY

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      Automotive
      63% of brands struggle to determine the right audiences for online campaigns
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      Retail
      52% of brands struggle to find the right audiences and measure marketing performance
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      Finance & insurance
      58% of brands struggle to personalize online campaigns
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      Travel
      55% of brands struggle to optimize online campaigns

      RESOURCES

      Forrester Report
      Is your identity program built on a house of cards?
      October 02, 2019

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