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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.

  • Almost all marketing tools use APIs, or SDKs, to identify, de-identify and track users appropriately across platforms using a common form of identity.
  • One of the most important parts of the MarTech stack, necessary to evaluate before moving further along.
  • Unknown and anonymous users become known with a username, email, database ID when they login. Without identification you cannot reliably track customers.

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Section 4: The MarTech Vendor Ecosystem

Let's talk about what we'll learn in Section 4.

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