Summary
Historically considered an obscure, often hidden, function, the identity graph is enjoying unprecedented popularity as B2C marketers prioritize identity resolution. Companies now understand that the identity graph directly impacts customer insights and engagement efforts. This is driving intense interest from brands in evaluating identity graph capabilities and asserting ownership of their customer identity graph. This report helps marketing executives understand the technical underpinnings of the identity graph, define its role in customer engagement, and consider a range of solution options.
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