Gartner Research

What Marketers Need to Know About Managing Identity

Published: 24 July 2017

ID: G00321515

Analyst(s): Martin Kihn


Marketing leaders must master identity resolution and management to improve consumer experience, advertising targeting and analytics across channels and devices. Use this research to learn the fundamentals.

Table Of Contents


  • Benefits of Identity Management
  • Marketing Identity Spectrum
  • Keys Used for Marketing Identity
  • Identity Management in Practice
    • Master Audience Profiles
    • Common Practices
  • What to Do Next

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.