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The future belongs to those who understand people the most

Identity IQ

Narrowing the gap between the pace of technology and the reality of practice in identity and attribution

Marketers and agencies tell us they are wasting millions on multichannel marketing execution that doesn't work. As cross-platform media consumption evolves, linking spend to performance becomes even more complicated. Marketers are trying more and gaining less, while being challenged to activate insights and generate measurable results. And solution providers are not realizing a return on their own innovations.

It's time to turn identity into marketing ROI. Marketers have more powerful tools and technology at their fingertips than ever before, but a significant gap remains between capability and usability. While identity technology can deliver more and more promise, the industry has yet to evolve from channel specific metrics like clicks, views and conversions to customer-centric view across marketing and media touchpoints, and the outcomes this holistic experience drives.

That's why DMA is offering Identity IQ: A one-stop education portal that makes it easier to turn customer-centric marketing and media into quantifiable ROI.

Six Videos. Ten Minutes. Total Clarity.

Short videos bringing Identity & Attribution concepts to life.

What is Match Rate?

Matching is probably the most widespread concept in identity: learn how to leverage Matching to make the most out of every marketing campaign.

Probabilistic vs Deterministic

Statistics doesn't have to be hard: learn about the differences between how identity vendors calculate their match rates.

Precision vs Reach

Precision and reach are crucial for your marketing campaign: learn how to properly define your needs and get the most from your identity solutions provider.

As cross-device and cross-platform media consumption evolves, linking spend to performance gets even more complicated. Marketers are spending more and gaining less, while being challenged to activate insights, generate ROI and deliver personalized customer experiences.

DMA’s Identity IQ Attribution video series presents you and your team with the insights on how attribution can benefit your organization and your relationships with your customers.


DMA Identity IQ On Tour

The Identity Council at Advertising Week 2017 September 25th - 26th in New York City

The Identity Council hosted two workshops at Advertising Week:

Raise your Identity IQ: Taking the Mystery out of Cross-Device Match Rates, Precision & Scale

Jeff Smith


Chad Engelgau

VP of Global Identity Services

Ajit Thupil

GTM Business Lead – Oracle ID Graph

Raise your Attribution IQ: Demystifying the Multiple Attributes of Attribution

Jeff Smith


Robert Edelman

Manager, Analytics and Data

Gayatri Bhalla

VP of Advanced Media Services

Ash Dhupar

Chief Analytics Officer

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