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Rethink Identity and Audience
ManagementLisa Taylor, Director of Customer Marketing at Redfin
Catherine Magoffin, Director of Strategic Services at StrongView
Agenda
• Why is identity data such a challenge for
marketers?
• How does Redfin use identity data to deliver
consumer value?
• What steps can marketers take toward rethinking
identity?
If you knew when a
customer opened your email, how
would you adapt that message?
Location
Weather
Device
?[ ]
Steps to Rethinking Identity
Identify any data gaps across channels Deploy data gathering and activation strategies
Test and optimize programs with actionable
data across the lifecycle
Audit available and actionable identity data
Lisa Taylor
Director of Customer Marketing at
Redfin
Catherine Magoffin
Director of Strategic Services at
StrongView
Thank you!