Delivering a great customer experience isn't rocket science, so why does it still trip up so many marketers? Disconnected data systems and data access – marketers simply don't have a single view of the customer.
Without effective identity management, there is no ‘People Based Marketing’. In fact, identity management is the foundational component of concepts like cross-device identification, multi and omnichannel marketing, and the all-important ‘Single Customer View’.
CMOs hear from software vendors, analysts, and the business press that it is not enough to be a great marketer these days. In an era of data-driven marketing, they now need to be a data scientist as well.