Michael Schoen’s Posts
Why the End of the Cookie Will Usher in a Great New Era For Marketing
Google's announcement means that the adtech ecosystem has been split into two factions: those who have offline identity (PII) and those who do not.
GDPR-Era Privacy Laws Demand a New Approach to Identity
Privacy legislation such as GDPR no doubt throws a wrench into identity resolution because it limits your ability to collect valuable consumer insights from third-party pixels, as well as first-party pixels in some instances (i.e., browsing behaviors, page visits and referral URLs).
Deterministic vs. Probabilistic: A Case of Mistaken Identity
It’s time to start looking at explicit and implicit signals to get an accurate identity picture of your customers that not just a cookie, a mobile device ID or an email address.
How to Figure Out Identity Resolution Once and for All
Understanding the difference between deterministic and probabilistic data is key to truly knowing who your customers are. But those terms express value judgments and marketers should think of them as explicit and implicit data instead.
Your Customer Journey-Led Marketing Is Lost — It’s Time to Find Your Way
Are you having a hard time identifying customers interacting with you across multiple channels? If the answer is yes, you’re not alone. Many brands struggle to tie all these touchpoints together into a single identity. We’ve got 3 pieces of advice to share.
8 Steps to Build a Customer Intelligence-Based Data Plan
If your data is disconnected, your business is at risk. Being able to see a fully connected customer experience is crucial for today’s people-based marketing. By following these 8 steps when setting up your strategy, your brand will be one step closer to recognizing, serving and delighting customers.