Collaboration is Key to Achieving the Elusive Customer 360: AWS Solomon Beet.TV [Video]

CANNES — In a world where consumers engage with content and make purchases across a myriad of devices and channels, businesses face the daunting challenge of stitching together fragmented data signals to understand the full customer journey.

“Identity resolution is a set of technologies or capabilities that can stitch these signals together into notions of people or households or even businesses to know what things go with what,” says Adam Solomon, Global Head of BD & GTM at Amazon Web Services, in this video interview with CIMM MD Jon Watts for Beet.TV.

But identity resolution is just one piece of the larger puzzle that companies are trying to solve – achieving a comprehensive 360-degree view of their customers.

The reality is that most businesses only have a small slice of the customer data pie. “Depending upon what kind of business you’re in, you don’t have a 360 degree view. You’re …