The Identity Layer

Before You Build a Knowledge Graph, You Need to Solve Identity

A financial services team I know spent nine months building a knowledge graph.

Jun 12 • Sonal Goyal

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May 2026

The MDM Magic Quadrant Is Back. Here’s What Is Missing.

After a four-year absence, Gartner has brought back the Magic Quadrant for Master Data Management Solutions.

May 22 • Sonal Goyal

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The Semantic Layer Does Not Have All The Answers

Why "what does revenue mean?" doesnt help "who is this customer?"

May 15 • Sonal Goyal

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The Context You’re Missing: Why Identity Resolution Is Marketing’s Center of Gravity

Insights from State of Martech 2026

May 9 • Sonal Goyal

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April 2026

More persistence for Zingg IDs!

Introducing Reassign - taking the identity graph one step further.

Apr 5 • Sonal Goyal

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March 2026

From “What Was Revenue Last Quarter?” to “Generate 30% More Revenue This Quarter”

The a16z piece on context layers is spot on. Here’s what it means when you follow the argument all the way through.

Mar 12 • Sonal Goyal

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The Data Team’s Moment: How Agentic AI Is Turning the “Support Function” Into the Strategic Center of the Enterprise

For years, data teams were the quiet backbone nobody appreciated. That is changing — fast.

Mar 7 • Sonal Goyal

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February 2026

October 2025

The Identity Crisis: Why “Getting the Basics Right” Is the Hardest Work in Data

And it is actually world-class data engineering!

Oct 23, 2025 • Sonal Goyal

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August 2025

London Calling: Do You Really Know Your Customer?

Why I'm hosting a roundtable on Single Customer View at Martech World Forum — and why you should join us

Aug 26, 2025 • Sonal Goyal

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Agentic AI Is Only as Smart as Its Entities

And why I’ve seen smart agents make dumb mistakes — at scale

Aug 13, 2025 • Sonal Goyal

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May 2025

The Curious Case of the Extra Records!

Earlier last month, we started working on a feature we are calling Match Statistics.

May 31, 2025 • Sonal Goyal

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