Data plays an integral role in the success of a marketing campaign. Without data, it’s impossible to understand what your customers want or how they interact with your brand online.
Modern businesses collect a ton of data to gain insight into behavior and preferences. Often, however, that data is imperfect and scattered.
When data is scattered across multiple systems, identity gaps are created.
Identity is the key ingredient that powers business growth, and identity gaps can become a barrier because they limit marketers’ ability to create a unified view of a customer.
As a marketer, your goal is to deliver real-time, relevant, and engaging experiences to propel your brand forward, so it’s imperative that you work to close customer identity gaps.
How Do Identity Gaps Occur?
When organizations cannot connect the dots of a single customer’s activity across multiple interactions with their brand (or brands), that’s an identity gap.
Identity gaps occur when businesses lack a complete understanding of their visitors’ identities and behaviors. Without a complete understanding of the customer, businesses cannot provide personalized experiences that meet individual needs and preferences.
The result is simply a missed opportunity. Brands can’t tailor marketing efforts and brand interactions to customers, inadvertently delivering poor customer experiences, promoting a decrease in customer loyalty, and ultimately causing revenue loss and decreased business growth.
Third-party data capture always creates identity gaps, either because the data wasn’t captured at all, it expired, or the data wasn’t shared back to the organization. The most common identity gaps today are those related to anonymous visitors, cross-domain roadblocks, data timeout, and missing data.
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Publication Date: 2023-09-08