Report

Forrester study: Is your identity program built on a house of cards?

Brands risk missing key business benefits with unfocused identity resolution programs

Good identity resolution is critical for brands to drive customer engagement and business performance, but it hinges on getting identity right in the first place.

To better how brands are doing with this, Epsilon-Conversant commissioned Forrester Consulting to evaluate the state of identity resolution strategies at U.S. enterprises. Forrester found that at best only half of brands are capable of fundamental identity resolution capabilities, such as finding customers across devices, controlling messaging frequency and sequencing and building a unified customer profile today.

Which begs the question: How effective are most brands’ marketing efforts?

The Forrester research assesses how marketers are really using identity resolution today, the gaps in their strategies and recommendations to get on the right path.

Key findings include:

  • Too many programs are unable to measure business and marketing performance
  • Lack of C-level buy-in and organizational alignment creates more problems
  • Many identity programs are too narrow in scope
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