In this clip from our Identity Graph explainer video, we discuss the mechanics behind how Identity (ID) graphs enable marketing use cases.
Identity Graphs facilitate marketing use cases primarily through identity resolution (ie. matching data points to create a unified view of an individual). The interesting and often confusing thing is that ID resolution is both the primary process involved in creating an ID graph, as well as the mechanic through which ID graphs enable marketing use cases. Think of this as a circular relationship between the two.
The ability for ID graphs to facilitate ID resolution in other platforms enable marketing use cases by extending the utility of datasets that are matched to the graph.
The presented slides can be downloaded here.
