Welcome! This brief survey (about 6–8 minutes) explores trust in identity resolution and identity graph accuracy. Your responses are confidential and reported in aggregate only.
Which best describes your current marketing role?
- Brand/Content marketing
- Performance/Demand generation
- CRM/Lifecycle/Retention
- Product marketing
- Growth/Acquisition
- Media/Advertising
- Marketing operations
- Marketing analytics/Insights
Attention check: To confirm you’re paying attention, please select “I am paying attention.”
- I am paying attention
- I am not sure
- I prefer not to say
Does your organization use identity resolution or a customer identity graph today?
- Yes, in production
- Piloting/testing
- No, but considering
- No, not considering
- Not sure
Which solutions support identity resolution or your identity graph at your organization? (Select all that apply)
- Customer Data Platform (CDP)
- Master Data Management (MDM)
- Marketing cloud suite
- Advertising ID graph (ad-tech)
- Homegrown/Custom solution
- Data clean room
- CRM/DMP
- None of the above
In the past 6 months, approximately what percentage of resolved identities were correct? (0–100)
If you are not using identity resolution today, what are the main reasons? (Select all that apply)
- Insufficient budget
- Privacy/compliance risk
- Data quality/coverage concerns
- Integration complexity
- Lack of internal expertise
- Unclear ROI or business case
- Vendor credibility/trust
- Stakeholder misalignment
- We do not need it
- Competing priorities
How confident are you in the accuracy of your identity resolution for current use cases?
What minimum match accuracy (%) would you require to go live today? (0–100)
How problematic have each of the following been in the past 12 months?
Please rank the following factors by importance for trusting identity resolution.
Which methods have you used in the past 12 months to validate accuracy? (Select all that apply)
- Holdout/ground-truth testing
- Manual review/spot checks
- Independent third-party audit
- Match against deterministic keys (e.g., login/email)
- Incrementality/lift experiments
- Vendor-provided accuracy proof
- Customer service feedback/returns
- Production monitoring alerts
How important are the following when selecting an identity graph provider?
How likely are you to evaluate or expand identity resolution capabilities in the next 12 months?
What is your seniority level?
- Individual contributor
- Manager
- Director
- VP/Senior Director
- C-level/Head of Marketing
- Consultant/Agency
How many years have you worked in marketing?
Approximately how many employees are in your company?
- 1–49
- 50–249
- 250–999
- 1,000–4,999
- 5,000+
Which industry best describes your organization?
- Retail/Ecommerce
- Financial services
- Technology/SaaS
- Media/Entertainment
- Healthcare/Pharma
- Travel/Hospitality
- Telecom
- Consumer packaged goods
- Automotive
- Other
Where are you primarily located?
- North America
- Europe
- Asia-Pacific
- Latin America
- Middle East/Africa
What else would most increase your trust in identity graphs and match accuracy?
Max 600 chars
AI Interview: 2 Follow-up Questions on Identity Resolution and Graph Accuracy
Thank you for participating! Your feedback helps improve identity resolution and graph transparency.