By Peggy Reinders, Principal Analyst
The who’s who of the Madtech world attended Liveramp’s RampUp17 in San Francisco this week. When looking beyond the sea of blue sport coats and black sweaters, it was apparent that everyone was there. CEOs, CMOs, and VPs of Marketing from over 2000 premium brands, adtech vendors, media publishers, analysts, and industry trade organizations were in attendance. Even sales people with no conference badge were hanging out in the Fairmont Hotel lobby waiting to catch a glimpse, or better yet a meeting, with those top execs. RampUp17 was the Oscars of the Madtech world! A premier event that brought together a glamorous network of players who all contribute in some way to our digital marketing ecosystem.
“Wow” is the leading exclamation used in Oscar speeches. At RampUp17, “Identity” was the word.
Identity is the connective tissue that allows for coordinated customer experiences and can enable people-based marketing. As much as we love this ideal, after listening to the various sessions at RampUp17, it was evident that we still need to lay the groundwork for it to be understood.
At the end of the day, many Marketers are confused about Identity and how they should approach it within their organizations. There’s an opportunity for the industry to create a common language around Identity, as well as standards, similar to what we have for ad creative. This puts everyone, Marketers and vendors, on the same playing field.
In addition, Marketers can start tackling Identity with their own use cases. Every organization is unique so they should start with building enough of a customer Identity to generate the insights and engagement required for their business. For some, this may be resolving mobile device IDs and physical address. For others, marrying cookie IDs with their CRM file may suffice.
The Relevancy Group did research on Identity Management methods and found that adoption is increasing.
Here’s to hoping that as we look back at the Best of 2017, the winner is Identity.