Andrew Frawley — CEO, Data Axle
Published:
There’s a couple of different dimensions to identity resolution. There’s sort of what most brands have already accomplished, is sort of...terrestrial data identity resolution where we know where our customers are and we’ve got first party data that describes our relationship with them. The next piece comes in connecting that with the digital world...being able to stitch that together into an identity spine or identity graph that then links back to the terrestrial world is critical. And then the third dynamic or dimension of it is really understanding the full person.
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-theres-a-couple-of-different-dimensions-to-identity-resolut