Identity Graph: What Is It & Why Should You Care?

Did you know that in 2020, the total volume of data generated, collected, copied and consumed globally was 64.2 zettabytes? According to Accenture research findings, with more than 12 exabytes of data processed per day, the volume of data is expected to increase exponentially by the end of 2030. However, the vast majority of B2B marketers struggle to gain valuable insights. Luckily, Identity diagrams are attractive and effective solutions worth pursuing. Keep reading to understand what a definition graph is and how it enhances B2B marketing campaigns.

Read also: The innovative role of identity solvers in a world without cookies

What is an identity graph?

In simpler terms, an identity graph is an application of all known identifiers that are associated with individual customers. Buyers are usually associated with many identifiers such as different names, phone numbers, home addresses, email addresses, associated customer ID numbers and usernames. The identity graph is known to collect, store, and combine these identifiers in order to create an overall view of the buyer.

Why is the identity graph important?

Additionally, according to MarTech Today, B2B marketers use an average of 12 different marketing toolkits to support their data-driven marketing efforts. However, none of these toolkits work together to create unified customer data that activates instantly. In general, an identity graph is one form of technology that helps marketers achieve their goals by helping in the areas of people-based targeting, customer engagement, and performance of advertising campaigns.

People-based targeting
Moreover, it is no secret that potential customers interact with websites through a range of channels or devices. Buyers tend to switch between multiple devices to browse or complete a purchase. This puts significant pressure on B2B marketers to capture the attention of potential customers and drive people-based marketing. In general, the identity graph addresses many difficulties and offers solutions, which include merging all identifiers in one place. By facilitating and providing marketers with valuable insights into their future buying journey, this advanced form of technology enables marketers not only to recognize prospects, but also to target them with personalized content.

Customer Engagement
Next, identity graphs are known to pull data about an individual across all devices, match the data to an existing buyers profile, and then create a unified view. Identity graphs also give marketers a complete picture of potential customers’ behavior, real-time challenges, intent to purchase particular products or services, and current location during the buying journey. These types of ideas can help brands develop customized content and solutions that meet the requirements of their prospects. However, marketers can also reach potential customers according to their requirements, provide customized content and solutions, and even boost customer engagement.

Advertising campaign performance
Last but not least, the performance and relevance of advertising campaigns for marketers. These advertising campaigns rely heavily on metrics including making the right decisions, data availability, and budget. As an all-in-one technology, identity graphs allow brands to integrate data from multiple devices and channels while ensuring all necessary information is at hand. By doing so, marketers are in a position to make better decisions, target the right audiences, allocate resources appropriately, and enhance their marketing campaigns. If you want to add more active buyers to your growing pipeline, make sure your strategies work well with the technology you plan to use. In doing so, you will be able to gather live intents, diverse identifiers, and profile data together in a single platform followed by creating a unified view of the customer and benefit from an intent-based real-time marketing experience. Keep learning about this important topic as well as the intelligence of intent by reading this informative blog article!

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