Consumers use more devices and services than ever. The third-party cookie will soon be deprecated and privacy regulations are evolving. On top of all of this, the impact of the pandemic is still very much felt by brands.
What does all of this mean? It means that analytics professionals have a more challenging task of navigating these changes and ensuring that the growing amount of data is ingested, cleansed and linked for a foundation that brands can rely on to identify consumers across platforms.
That is the job of an identity graph: to recognize consumers and their associated profiles and attributes – providing the insights to improve the consumer experiences your marketers deliver across inbound and outbound engagements. However, there is still confusion around identity graphs. So, as consumer identity management experts, Infutor created the ultimate guide to answer your questions.