DMA: Data and Marketing Association
Consumer Help

Consumer Identity and Its Impact on your Omnichannel Strategy


Why does the foundational identity of a consumer mean so much to today’s top brands, and how does this impact omnichannel marketing efforts? In order for marketers to achieve the one-to-moment onmichannel marketing that today’s consumers demand, they need to know their consumers at every moment in time, across every touch point in their enterprise. Consumer Identity Management, when done right, is the core strategy that has propelled the nation’s leading omnichannel brands to continued excellence.
You will learn:

  • The key components of a consumer’s identity that impact your omnichannel campaigns
  • Examples of how identity impacts each channel of communication (mobile, brick and mortar, online, customer service)
  • Moment Marketing: knowing your consumers and reaching them at the moment of maximum impact
  • Six practical ways Consumer Identity Management, done right, can significantly impact your marketing ROI and reduce media costs



Mary Jo Yafchak

Vice President of Product

As Vice President of Product, Mary Jo manages key data solution offerings in the automotive, marketing, and digital service industries. She leads the development and strategic vision for Infutor’s omnichannel acquisition initiatives. Her improvements and innovative product development initiatives have driven Infutor’s Consumer Identity Management solutions across a variety of new market verticals, while simultaneously driving revenue increases among existing clients.
Prior to joining Infutor, Mary Jo spent more than 10 years as President of AccuData, Inc., President of Alvion, Inc. (now owned by Acxiom), and VP of Product Development at Acxiom, Inc.


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