The article highlights the importance of identity in modern business, particularly in understanding customer preferences through effective marketing. While marketing has developed advanced systems for person-level resolution, these remain largely isolated within the advertising department, limiting cooperation with essential functions like sales and analytics. The introduction of composable identity infrastructure offers a flexible solution by decoupling identity capabilities from fixed applications, allowing organizations to use effective identity systems across departments. This can lead to a more unified and efficient approach toward recognizing and leveraging customer insights across various business functions, ultimately driving organizational success.
Modern business relies heavily on identity and understanding customers; marketing leads in operationalizing person-level resolution in organizations yet remains fragmented across departments.
Advertising identity lives on external platforms tailored for media, isolating valuable customer insights from key functions like sales and revenue management lacking real-time integration.
Composable identity infrastructure allows organizations to decouple identity capabilities from specific applications, enhancing their ability to recognize individuals accurately across various environments.
Marketing acts as the backbone for organizational success by providing mature identity capabilities, which, if integrated organization-wide, could benefit revenue, sales, loyalty, and analytics.
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