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Common User Identifiers used to Target Users

Identity is the foundation to tracking users across 3rd party tools. But most people don't know how it works or what terms and jargon relates to a user's identifier. In this lesson, we'll talk about the most common identifiers and how they play a role in a marketing stack.

  • UUID, GAID, IDFA, are all examples of ids that are necessary to track users.
  • IOS 14 will now turn tracking off by default (IDFA on iOS), which is bad news for marketers as it will make it much harder to track consumers reliably and across devices.
  • Web-based parameters include IP address, OS, OS version, browser and other metadata acquired through using javascript.

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Customer Identity: Known & Unknown User States

Users drift between known and unknown states in marketing. But most marketers don't know how or why. In this lesson, we'll talk about identity from a technical level, and then dive into the nuances of how it plays a role in a marketing stack.

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