Podcast Summary: The Agile Brand with Greg Kihlström®

Episode #749: Using Identity Resolution for Stronger Customer Relationships
Guest: Andrew Frawley (CEO, Data Axle)
Host: Greg Kihlström
Date: October 10, 2025

Overview

This episode explores the increasingly critical topic of identity resolution in marketing and how it underpins personalization, cross-channel engagement, and long-term customer relationships. Greg Kihlström welcomes Andrew Frawley, CEO of Data Axle, to discuss how brands can leverage high-quality data to unify customer identities, adapt to privacy requirements, and move toward a future of truly data-driven, AI-enabled customer experiences.

Key Discussion Points and Insights

1. What is Identity Resolution and Why Does It Matter?

[02:10–03:58]

• Definition: Identity resolution is about stitching together fragmented identifiers—across physical (terrestrial) and digital channels—into a unified “identity spine” or graph.
• Multiple Dimensions:
  • Basic identity: Knowing where the customer is with first-party data.
  • Omnichannel linkage: Connecting terrestrial identities to digital footprints (e.g., cookies, device IDs).
  • Whole-person marketing: Integrating both consumer and business personas for each individual.

"You know, being able to stitch that together into an identity spine or identity graph that then links back to the terrestrial world is critical.”
—Andrew Frawley [02:50]

2. Impact of Accurate Identity Resolution on Personalization and Measurement

[03:58–05:14]

• Precise identity data informs real-time, relevant offers or content (“atomic moment of truth”).
• Advances in technology (including generative AI) allow for emotionally resonant personalization, not just functional.

"Technology has come a long way and we can do [personalized messaging in milliseconds] now if we have the right data to inform the decision."
—Andrew Frawley [04:27]

3. Data Axle’s Unique Approach (B2B & B2C, Profile Fuse Product)

[05:14–07:18]

• Focus on high-quality, ethically-sourced, regulatory-compliant data.
• Data Axle uniquely connects both consumer and business data for each person (Profile Fuse links these identities).
• They use a mix of human curation (millions of phone calls yearly for validation) and AI-based matching—with 100M+ connections at 85% confidence.

"You'll find companies that have more data than Data Axle has, but you won't find companies that have more high quality data."
—Andrew Frawley [05:39]

• Example: Matching “Andy Frawley in Boston” to his business persona in Dallas with high accuracy.

4. Identity Resolution Use Cases Beyond Acquisition

[07:42–08:48]

• Retention, cross-sell, and upsell are empowered by holistic customer visibility.
• Example: Cross-selling to a small business customer who is also a consumer customer (or vice versa).
• Connected TV targeting: Personal interests (e.g., a golf enthusiast) inform relevant, non-intrusive offers, even in B2B.

"It's understanding that full person and leveraging it to both give them the right functional targeting as well as emotional targeting."
—Andrew Frawley [08:38]

5. Data Privacy, Ethics, and Regulatory Compliance

[09:39–12:14]

• Internal teams and external counsel monitor evolving state and national privacy regulations (GDPR, CCPA, etc.).
• Ethical data sourcing and privacy are ingrained into every new product.
• For clients:
  • Ensure compliance and opt-in.
  • Promote transparency in data usage, avoiding discriminatory practices.
  • Observability in AI models—showing which data informs predictions.

"Privacy has a seat at the table on every new product we build.”
—Andrew Frawley [10:35]

6. Building Trust and Value Exchange with Customers

[12:14–13:40]

• Customers are generally willing to share data if there is clear value exchange.
• It’s essential to explain to customers why data is collected and how it benefits them (e.g., relevant offers).
• Measurement frameworks must prove that data-driven communications provide incremental value, not just organic lift.

"What sits underneath all that is…a listening and reacting mechanism… and also a marketing measurement framework."
—Andrew Frawley [13:16]

7. Emerging Trends: The Future of Data-Driven, AI-Enabled Marketing

[13:40–16:00]

• Generative AI and predictive analytics are merging for true 1:1, omnichannel personalization.
• The next frontier: Every interaction carries context from previous touches. Most brands still struggle here, but breakthroughs are imminent.
• Measurement and data reliability will be ongoing challenges.

“I think…as we see more, you know, traditional predictive analytics come together with Gen AI, there’s an opportunity to really, you know, take all the promises of digital marketing, one to one marketing... We're actually doing that now and doing it in an omnichannel basis, not a multi channel basis where each touch has the context of the prior touch.” —Andrew Frawley [14:12]

8. Advice to Marketing Executives on Data & AI Adoption

[16:00–16:51]

• Shift focus from the sheer volume of data to high-quality, accurate data.
• AI is only as good as its underlying data—removing “false signals” is essential.
• As data informs both audiences and content, not just targeting, the value of quality data increases.

"The pendulum needs to swing back to… I need more high quality data… AI is only as good as the data it's based on."
—Andrew Frawley [16:03]

9. Staying Agile as a Marketing/Data Leader

[17:02–17:36]

• Direct, continual client conversations inform strategy and product development.
• Cross-industry best practices are synthesized for ongoing agility and innovation.

“Every time I talk to a client I learn something. The world is changing.”
—Andrew Frawley [17:09]

Notable Quotes & Memorable Moments

• On the value of connecting both B2B and B2C data:
  "We’ve built a product called Profile Fuse which links that business and consumer identity together. That’s a hard, you know, it’s a hard problem to solve…"
  —Andrew Frawley [06:16]

• On transparent AI:
  "All of our AI is observable. So, you know, we can… show how we came to a prediction and what data elements were part of that prediction."
  —Andrew Frawley [11:20]

• On value exchange:
  "Consumers… generally want to see offers for things they're interested in or they want to know about the new products just came out."
  —Andrew Frawley [12:52]

Important Segment Timestamps

• Intro & Guest Background: [01:04–01:52]
• Definition & Importance of Identity Resolution: [02:10–03:58]
• Personalization, Measurement, and Omnichannel: [04:20–05:14]
• Data Axle’s Unique Approach / Profile Fuse: [05:35–07:18]
• Customer Use Cases Beyond Acquisition: [07:42–08:48]
• Data Privacy & Regulatory Compliance: [09:39–12:14]
• Building Internal & External Data Trust: [12:14–13:40]
• AI, Trends & Future Direction in Marketing: [13:40–16:00]
• Advice for Leaders on Data & AI: [16:00–16:51]
• Staying Agile: [17:02–17:36]

Final Thoughts

This episode underscores the pivotal role that accurate, holistic identity resolution plays in realizing the promise of personalized, data-driven marketing—especially as brands confront complex privacy regulations and the expanding role of AI. Frawley's advice: focus on data quality, transparency, and continuous learning from client interactions to stay competitive and agile in a rapidly changing landscape.