Derric Haynie is a startup and growth marketer and founder of SplashOPM, a San Diego-based marketing agency.
UnboundID: What’s the role of customer identity management in marketing today?
Haynie: I am betting that new technologies over the next few years will allow better ways for marketers to manage and use customer data. I'm also envisioning a world where customers manage their own data and what they share with companies.For now, it's mostly a jumbled mess, with either too little or too much data, not enough analysis and insights, and not enough structured learning. Being a "data-driven" marketer is not an option; it should be implied.