| The reality is: Everything you assume to be true about identity resolution is probably wrong. And if it's not wrong, that's likely because you don't really understand identity as well as you really should to begin with. Why — you might ask yourself — does this matter to you? The reason marketers need to educate themselves about this admittedly complex topic is pretty simple: You need accurate, persistent identity to effectively activate a customer-centric marketing plan, and if your identity is wrong, nothing else you do will be right. "Deterministic vs Probabilistic: A Case of Mistaken Identity," an Adweek Brandshare article written by Michael Schoen, GM/VP Marketing Solutions at Neustar, not only corrects misconceptions about identity resolution; it also sheds light on this typically dense and murky topic in plain language that doesn't require a degree in data science. Be among the smart marketers who understand how pivotal a superior identity resolution approach is and the difference it can make in helping you do truly customer-centric, ROI-building marketing. | 