Andrew Frawley — CEO, Data Axle
Published:
Historically, people have either marketed to people as consumers based on their consumer identity or persona, or professionally based on their business persona. We think you need to market to the whole person, whether they’re the business persona plus consumer persona or vice versa. And we think that’s sort of a missing piece to identity in most brands that we talk to today.
What does Andrew Frawley say on The Agile Brand with Greg Kihlström?
Andrew Frawley, CEO, Data Axle, says: This interview with Andrew Frawley, CEO of Data Axle, examines identity resolution as the foundational capability for agile, omnichannel marketing. Frawley outlines three dimensions of modern identity—terrestrial, digital, and the full person—argues for unifying B2B and B2C personas, and calls for a shift from data volume to high-quality, ethically sourced data. He also describes the convergence of predictive analytics and generative AI once a robust identity spine is in place.
From: The Agile Brand with Greg Kihlström
Cite as: Andrew Frawley. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/andrew-frawley-historically-people-have-either-marketed-to-people-as-consu