One of the biggest challenges marketers face in our world of endless data and communication channels is the ability to talk to the right customer, about the right product, at the right time and in the most impactful way. In order to do this accurately, customer identification is key, followed by the ability to tap into insights and deliver real-time service.

Ad Age discusses some of the setbacks today’s marketers face as they try to combine multi-channel data to establish ‘identity graphs’.

“This is hard stuff,” Steven Wolfe Pereira, CMO at Neustar, told Ad Age. “We need to move past the conversation of probabilistic and deterministic. We need something that is authoritative.”

As Mr. Wolfe Pereira explains, the data “needs to be collected, correlated and corroborated in real time from a multidimensional way, where you have tier-one sources like billing and utility information — things you cannot compromise — and then tier-two sources like credit card transactions and tier three, which would be all the social stuff.”

When it comes to physical commerce, the point-of-sale system, or point-of-experience system as we like to regard it, is the connector behind establishing this much needed accuracy. Most customers have a smartphone on them, which can be treated as sensors that interact with the point-of-sale infrastructure to recognize the identity of the customer when they enter an establishment, collect key insights about their likes and dislikes, and leverage those insights to deliver meaningful offers to them in an impactful way.

Here’s a look at how we’re thinking about the future of bricks and mortar, customer experience, mobile and point-of-sale systems.