Welcome to Episode 8 of 'Below the Fold'! Join us as we explore the digital marketing industry with Steven, a digital transformation veteran who's spearheaded some of the coolest digital and tech projects around the region. Steve and I discuss Digital Identity Graphs—why they matter and how they enhance marketing strategies.
Steven shares insights on merging data sets to understand customers better, matching identities, and leveraging first-party data for comprehensive insights. Whether you're a marketer or curious about digital transformation, this episode offers valuable perspectives.
Timestamps:
00:00 Introduction
00:08 Discussing the Show's Name and Concept
00:47 Guest Introduction and Background
01:10 Early Career and Digital Marketing Journey
01:41 Evolution of Digital Marketing
02:31 Introduction to Identity Graph
02:41 Explaining Digital Identity Graph
05:18 Importance of Identity Graphs in Business
06:57 Building and Utilizing Identity Graphs
15:25 Deterministic vs. Probabilistic Matching
19:15 Turning Probabilistic Data into Deterministic Matches
20:03 Zero Party Data and Validation
20:33 Building Identity Graphs with Location Data
22:36 Adoption and Applications of Identity Graphs
28:50 Technological Advancements and Future of Identity Graphs
31:43 The Role of Identity Graphs in Marketing
35:54 Challenges and Solutions in Implementing Identity Graphs
41:01 Conclusion and Final Thoughts
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