Customer identity is more than a profile — it’s a foundation.I recently chatted with Marc Sabatini at Databricks’ Data + AI Summit to unpack why identity resolution is fast becoming the backbone of effective marketing strategies.Marc introduced me to the concept of the “Identity Spine” — a unified thread that connects all customer interactions and behaviors. In a world of rising privacy expectations and the fall of third-party cookies, this kind of consistency is more valuable than ever.We dug into:- How a strong Identity Spine helps unify customer data and drive real ROI- Why so many transformation projects stall, and what it takes to get them back on track- What it means to actually activate identity across an enterprise, not just store it- Emerging martech trends for the next 12–18 months — and how Data Axle is preparing for what’s nextGreat perspective from someone who’s seen the strategy behind the buzzwords. Watch the full interview here#data #ai #DataAISummit #databricks #dataaxle #agents #identity #theravitshow

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