Earlier today I received an email about how important identity is for the future of marketing. I then got invited to an event to discuss with fellow piers – in London. The problem with that is that I am in Dallas, Texas.

Context matters. Know your audience. An email address alone is not enough to define a prospect audience. An email address needs associated demographics to know I am reaching my target audience. The demographic date needs to be fresh and of good quality. Sample variables include age, sex, income level, race, employment, location, homeownership, and level of education.