AMA and Epsilon say identity resolution boosts marketer performance

New research from the American Marketing Association and Epsilon says marketers using identity resolution report better reach, personalization and campaign effectiveness than peers without it. The survey of 203 U.S. B2C marketers also finds many teams are still leaving identity tools underused as audience and measurement demands rise.

Why it matters: - Identity resolution is becoming a key test of whether marketers can connect data across channels, personalize at scale and measure what works. - The research points to a widening gap between perceived marketing effectiveness and actual performance when data stays fragmented. - The findings suggest stronger identity infrastructure can improve customer reach and campaign outcomes, not just reporting.

What happened: - The American Marketing Association and Epsilon released a report today titled “The Identity Gap: How marketers perceive success and where performance breaks down.” - The survey covered 203 U.S. business-to-consumer marketers at companies with more than 500 employees. - The online survey was fielded in April 2026 and included managers or above. - The report compares marketers who use identity resolution with those who do not.

The details: - 53% of marketers said their overall marketing is very or extremely effective. - 64% of marketers using identity resolution said they are very or extremely effective at reaching individual prospects, compared with 31% of marketers not using identity resolution. - 68% of identity resolution users said they can deliver personalized campaigns very or extremely effectively, compared with 39% of nonusers. - Marketers using identity resolution reported greater confidence in audience reach, personalization and campaign effectiveness. - The report says fragmented systems and disconnected data still limit marketers’ ability to use customer understanding at scale. - The report also says adoption and deployment of identity resolution remain uneven across marketing environments. - 41% of identity users said they are not using their identity resolution solution to its full potential. - The report is available through the Epsilon Insights page.

Between the lines: - The results suggest identity resolution is no longer just a technical capability. It is becoming a practical driver of marketing performance. - The data also show a maturity gap. Some organizations have the tools, but many have not fully operationalized them. - Rachel Cascisa, VP of Platform Adoption at Epsilon, said fragmented data and disconnected systems keep organizations from maintaining a consistent view of consumers across channels. - Bennie F. Johnson, CEO of the AMA, said marketers need help understanding attribution and what is working when data is fragmented across platforms.

What’s next: - The report is intended to help marketers strengthen the data and technology foundations behind long-term performance. - Marketers are likely to keep facing pressure for more unified, persistent and actionable customer views as accountability and customer experience demands rise. - The research may push more teams to evaluate whether their identity tools are fully deployed, not just installed.

The bottom line: - Marketers with connected identity appear better positioned to reach people, personalize campaigns and measure results. - The biggest challenge now may be turning identity resolution from an available tool into a fully used one.