Fragmented customer identity emerges as a key barrier to omnichannel marketing
Marketing leaders are being urged to strengthen identity resolution across digital and offline customer journeys, balancing AI-led personalisation with DPDP compliance, privacy expectations and more meaningful measurement.
What happened
None · Marketing analysis highlights fragmented customer identity across Indian digital and offline journeys, urging CMOs to improve identity resolution while
Key facts
- 2026
- 203 US B2C marketers
- 53%
- 64% versus 31%
- 68% versus 39%
- 56%
- 73%
- 96%
- 45%
- 77%
- 62%
Why this matters
Prioritise partnerships or acquisitions in consent management, customer data platforms and identity resolution to close omnichannel data gaps before they constrain growth.