8 Terms Every Business Should Know When Developing a Customer Identity Management Strategy

Advances in marketing technology and databases have fundamentally changed how businesses learn about consumers and maintain relationships with their customers. The more brands are able to understand about their customers on a granular level, the more effective they are at marketing to said customers. This granular level of understanding is achieved by accessing and leveraging the valuable data housed within a user’s online identity.

Customer identity data is the foundation for modern marketing. When users register or log in on websites and applications, using either traditional registration or social authentication, they self-identify, giving businesses permission-based access to rich, first-party data. This data, in turn, provides IT and marketing professionals with the groundwork they need to learn about users across devices and touchpoints, produce more relevant marketing messaging, and attain better marketing results.

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