At some point during these uncertain times, many businesses have found themselves on a sort of hiatus, with much of their activity—and certainly their marketing activity— drastically modified, or simply on hold.

As much of a brake as this has put on pure marketing spend for the near term, it also can provide an opportunity for brand teams to sit back and take an introspective look at their marketing plans and commitments. Now is the time to take a second look at what is truly delivering value.

One thing every marketing organisation should be talking about is customer identity – and this guide is the starting point to this conversation.