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Posts tagged with Identity Access Management

A surprising possible future for identity online?

“On the internet, nobody knows you’re a dog.” This adage began as a cartoon caption by Peter Steiner and was published by The New Yorker in July 1993.

It became extremely popular. Indeed it has earned Steiner over $50,000 from its reprinting. 

But this points to a problem. We marketers extol the powers of personalisation, the merits of relevancy, targeting, customisation, segmentation. We love to really understand our customers, have deep insight and consequently deliver relevant messaging and engagement.

But what if our customers are not who they say they are? What if we really are real-time retargeting a Labrador?

1 comment

Will you survive the logged-in user revolution?

If you don’t think identity plays a significant role in user experience, think again.

Case in point: I was recently browsing my favorite footwear site on my smartphone for the perfect pair of shoes, but when I returned to purchase my pair of choice via desktop, I had to spend upwards of 10 minutes trying to find it again.

How much better would my experience have been if I had instead been greeted with a personalized product showcase featuring my 'most recently browsed' items?  

9 comments