Marketer Trust in Identity Resolution & Graph Accuracy

Welcome! This survey (approximately 13 minutes) explores how marketing professionals evaluate identity resolution and identity graph accuracy. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential and will be reported in aggregate only for research purposes.

Which of the following 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
• Other (please specify)

Does your organization currently use identity resolution or a customer identity graph?

• Yes, in production
• Piloting / testing
• No, but considering
• No, not considering
• Not sure

How confident are you in the overall accuracy of your organization's identity resolution?

Which of the following methods has your organization used in the past 12 months to validate identity resolution 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
• None of the above

Please rank the following factors from most to least important when evaluating trust in identity resolution.

1. Underlying data quality and coverage
2. Deterministic vs. probabilistic matching method
3. Recency and freshness of the graph
4. Transparency and documentation
5. Independent third-party validation
6. Privacy compliance and controls
7. Ongoing monitoring and SLAs

How likely is your organization to evaluate or expand its identity resolution capabilities in the next 12 months?

Based on your responses in this survey, what would most increase your trust in identity graphs and match accuracy?

What is your current seniority level?

• Individual contributor
• Manager
• Director
• VP / Senior Director
• C-level / Head of Marketing
• Consultant / Agency
• Other (please specify)

Thank you for completing this survey! Your insights will help advance transparency and accuracy in identity resolution. If you have any questions about this research, please contact the research team.

Which of the following solutions support identity resolution 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
• Other (please specify)

What minimum match accuracy would you require before deploying identity resolution in production?

• Below 70%
• 70–79%
• 80–89%
• 90–95%
• 96–99%
• 100% (only exact matches)
• Don't know / haven't defined a threshold

How important is each of the following when selecting an identity graph provider? Match accuracy and precision

We'd like to explore your experiences with identity resolution in a bit more depth. An AI moderator will ask you a couple of follow-up questions.

How many years of experience do you have in marketing?

• Less than 2 years
• 2–5 years
• 6–10 years
• 11–15 years
• 16–20 years
• More than 20 years

To the best of your knowledge, approximately what percentage of your resolved identities were correct in the past 6 months?

• Below 50%
• 50–69%
• 70–79%
• 80–89%
• 90–95%
• 96–100%
• Don't know

In the past 12 months, how problematic has each of the following been for your identity resolution efforts? Duplicate or fragmented customer profiles

How important is each of the following when selecting an identity graph provider? Scale and coverage of identity data

Approximately how many employees are in your company?

• 1–49
• 50–249
• 250–999
• 1,000–4,999
• 5,000+

What are the main reasons your organization is not currently using identity resolution? (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
• Other (please specify)

In the past 12 months, how problematic has each of the following been for your identity resolution efforts? Incorrect cross-device or cross-channel matching

How important is each of the following when selecting an identity graph provider? Ease of integration with existing tech stack

Which industry best describes your organization?

• Retail / Ecommerce
• Financial services
• Technology / SaaS
• Media / Entertainment
• Healthcare / Pharma
• Travel / Hospitality
• Telecom
• Consumer packaged goods
• Automotive
• Other (please specify)

In the past 12 months, how problematic has each of the following been for your identity resolution efforts? Stale or outdated identity graph data

How important is each of the following when selecting an identity graph provider? Privacy compliance certifications and controls

In which region are you primarily located?

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East / Africa

In the past 12 months, how problematic has each of the following been for your identity resolution efforts? Privacy or compliance violations related to identity data

How important is each of the following when selecting an identity graph provider? Transparency into matching methodology

In the past 12 months, how problematic has each of the following been for your identity resolution efforts? Lack of transparency into how matches are made

How important is each of the following when selecting an identity graph provider? Ongoing accuracy monitoring and SLAs