Marketing is now responsible for growth and must stretch its purview to include ownership of customer data and the overall customer experience. In order to be successful in this realm, brands need to understand customers, anticipate their needs, and use increasingly engaging levels of personalisation in the ways we connect with them across any customer touchpoint.

It is time to for organisations to refocus specifically on an identity strategy, which could be a critical enabler to ensure that your business can take control of first party data - empowering marketers to truly deliver the total customer experience today and for the future.

In this paper you’ll discover:

• Why taking control of your first-party data is so important
• Why identity is so critical and why have brands had an identity strategy before now
• What should an identity strategy achieve