Aimee Irwin, VP of Strategy at Experian, spoke to MarTechSeries about identity resolution trends

Aimee Irwin

Aimee Irwin

November 9, 2018 - Sudipto Ghosh of MarTechSeries writes: People consume and absorb information through more devices and channels than ever before, including social media, mobile, television, email, and desktop. In this context, we spoke to Aimee Irwin [pictured], Vice President of Strategy at Experian, to understand how she sees trends in identity management becoming the crux of any online marketing campaign.

Tell us about your role at Experian and the team/technology you handle.

As Vice President of Strategy, my role is to guide the strategic vision of Experian’s Marketing Services division. We have a strong commitment to helping our clients realize the power of data and technology, and making the right marketing decisions to better connect with people. And at the end of the day, consumers deserve to be at the heart of every marketing strategy. We need to continually think outside the box to help brands evolve and adapt to the ever-changing consumer behaviors and preferences. Data and technology are at the core of that approach.

How do you see trends in identity management becoming the crux of any online marketing campaign?

People consume and absorb information through more devices and channels than ever before, including social media, mobile, television, email, desktop, etc. And each device and/or channel that consumers use creates a digital footprint. While each footprint is important, it is only one piece of the puzzle. Understanding the full picture requires a tremendous amount of data. The proliferation of devices has forged a need for marketers to improve their identity management practices to better understand their customers and deliver relevant messages across all channels — particularly since relevancy has become table stakes for marketers, with consumer’s expecting to see messages that are relevant to them. More...