Guide to Choosing an Enterprise Identity Solution

This guide outlines the process of selecting an enterprise-wide identity solution for businesses. It begins by discussing the importance of understanding customer identity in marketing, emphasizing the need for accurate and ethical data association to enhance customer experiences. The document details the complexities involved in choosing the right identity solution, particularly in the context of the deprecation of third-party cookies. It presents four crucial steps for assessing a brand's current identity state, including prioritizing identity goals, considering needs for reach, speed, and precision, and understanding customer engagement across various channels. Additionally, it highlights the significance of integrating first-party and third-party data to create a comprehensive identity graph that supports multiple marketing applications. The guide aims to prepare organizations for implementing an identity solution that meets their unique requirements while ensuring compliance with evolving privacy regulations.