DMA: Data and Marketing Association
Consumer Help

Offline Data: The Missing Piece of the Identity Graph Puzzle


Identity Graphs are crucial to giving marketers a complete picture of consumers across multiple marketing channels. But are you tapping into it’s full potential? In fact, many marketers overlook offline data as key player in reaching real, relevant users and households with a unified message, across an increasing number of channels and devices. Join this webinar to learn why it’s important to know how identity graphs are built, and why identity graphs built from offline signals, in addition to online, are a much better place for connecting the dots.

Key Takeaways:
  • What are identity graphs and what problems do they solve?
  • How are identity graphs built?
  • What limitations do you have with identity graphs that are built purely on online signals?
  • What effects do data sources have on the resulting graphs?
  • Why should you care?



Ajit Thupil

Director of ID Graph Product Management
Oracle Data Cloud

Ajit leads the go-to-market effort for Oracle ID Graph - the underlying identity infrastructure for all Oracle Data Cloud products. His mandate includes crafting strategy and driving business development for identity linkages. He also leads the team that negotiates these partnerships globally. Previously he led product commercialization at MediaMath and was a consultant with McKinsey and Company where he worked with large technology clients. He has an engineering degree from IIT Bombay and an MBA from the Kellogg School of Management.

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