Know Your Audience: The Evolution of Identity

A Winterberry Group Report | August 2018

Recent research from Winterberry Group found that marketers are focusing increasing attention and resources on identity to deliver enhanced, privacy-compliant customer experiences. View the full report in the Slideshare below.

Executive Summary

Marketing is in the midst of a paradigmatic shift—with a new, unified focus on customer identity emerging as the linchpin of marketing insight, measurement and attribution, media optimization and, perhaps most importantly, the delivery of better individual customer experiences. To that end, our extensive research process revealed:

Identity solutions commanding growing attention, investment: Once the exclusive domain of marketing technologists and data junkies, “identity” has rapidly grown to represent a key business priority for enterprises and smaller businesses alike. 58% of survey respondents said that their company has intensified its focus on identity over the past year, while nearly half (47%) reported their organization will invest more on identity solutions over the coming 12 months.

Still much room to improve: Marketing practitioners are severely gapped when it comes to the tools, data and expertise needed to recognize audiences across all addressable touchpoints; only 15.3% of respondents said their organization is able to identify their audiences accurately and consistently today. More than anything else, respondents said they need help building a clear business case for the benefits of identity solutions—as well as general guidance on how identity can support broader business objectives.

Complexity—the root cause of today’s identity challenge: The identity “performance gap” is largely grounded in issues related to the complexity of marketing in the modern age. In particular, the proliferation of connected devices and new digital touchpoints have shifted marketer attention to identity solutions as means of recognizing, understanding and appropriately engaging consumers across an increasingly varied and complex customer journey.