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Will customer identity be your competitive advantage in 2015?

By Alexandra Larralde | Posted on January 07, 2015

Will customer identity be your competitive advantage in 2015?

In today’s rapidly evolving consumer landscape, the constant introduction of new technologies, smart devices, social media platforms and digital channels has created an entirely new set of challenges for marketers. Developing a strategy that enables brands to engage with hundreds, thousands or millions of customers across so many different touchpoints can be difficult, to say the least. Without knowing who their customers are, where and how they prefer to interact, and what key message or offer they’re most likely to respond to, many marketers find themselves resorting to the old methods of broadcast marketing with little or no true return.

Delivering on truly personalized, relevant, and contextual marketing messages is challenging, but it can be achieved. By taking a strategic approach to managing customer identity data, brands can begin to derive truly actionable insights that allow them to orchestrate compelling and effective customer experiences. Customer identity data is the foundation for becoming a truly customer-centric marketing organization. In a time when so few companies are getting it right, those that invest in managing and leveraging customer identity data will have the advantage in an increasingly complex and crowded marketing landscape.

Marketing’s New Imperative: Customer Identity Management, takes a deep dive into some of the most pressing issues surrounding customer identity data at scale. In his latest research, Altimeter Group analyst Andrew Jones explores why so many brands struggle to deliver on the promise of 1:1 marketing, and how customer identity management is critical for transforming massive amounts of data into an organization’s most valuable asset.

Download the white paper to learn:

  • How identity provides key context when it comes to “big data”
  • Why repeatedly “renting” customers is no longer an effective strategy
  • How data silos keep marketers from creating connected customer experiences
  • Why marketing technologies are only as useful as the data they rely on
  • Steps for determining your organization’s level of customer data sophistication, and recommendations for growth

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About the author

Alexandra Larralde

Marketing Manager

View all posts by Alexandra Larralde