A Podcast About Truth, Science, and the Future of Marketing


Allyson Dietz and Devon DeBlasio – The Trouble with Identity: Demystifying Consumer Data


“Identity is in the eye of the beholder. It could be your name, address, phone, email...the last website you looked at...the last product you bought. Or the combination of all of those things wrapped up into one neat package.”- Devon DeBlasio

In the first episode of No Hype, Allyson and Devon explore how consumer identity and data collection isn’t as black and white as it seems. They demystify one of the most widely misunderstood topics of the marketing and analytics world to help you better understand what defines consumer identity today, and what must change tomorrow. Join them as they uncover the data science behind identity and examine the relationships between brands and consumers.

And most importantly, they explain why a new approach to consumer identity is critical in times of great change.


  • Who is Steve Silvers? – Allyson and Devon reveal the secret approach one of Neustar’s senior project leads uses to avoid retargeting.
  • The Creepy Factor – Find out why people are made to feel uncomfortable online and what’s broken in the marketing ecosystem that could fix the problem. Devon explains why he thinks identity is so important in forging great experiences and ensuring a brand doesn’t become a turn off.
  • Cookies – What are they? Where do they come from? And just how did the humble cookie become the scapegoat of the future of privacy? Learn the difference between first- and third-party cookies and start thinking about what comes next after we bid farewell to the traditional cookie model.
  • Analytics – How does identity play into analyses that marketers rely on for their short and long-term strategies? How can marketers better understand consumer journeys and create messages and experiences that are most relevant to those audiences? Allyson explores huge industry changes ahead and the tough road ahead for marketers unable to access the insights they’re used to having.