Gartner Research

What Marketers Need to Know About Managing Identity

Published: 19 February 2019

ID: G00376586

Analyst(s): Lizzy Foo Kune


Marketing leaders must master identity resolution and management to improve customer experiences, advertising targeting and analytics across an increasing number of channels and devices. Use this research to learn the fundamentals of managing identity and enhanced multichannel engagement.

Table Of Contents


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

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