Navigating Identity, Data, Measurement & Consent

Helping brands see the unbiased truth in the complex and quickly evolving landscape of identity, data, measurement and consent

Clarity Partners

Your Challenge

Changes in your customers’ data, identity, and privacy, and the way you measure interactions, have never happened faster. Yet you’re being asked to navigate this space with fewer and fewer resources. You know that making the wrong decisions can be costly but accurate, expert advice is hard to come by, and vendors, agencies, and analysts come with their own metrics and biases.

Our Solution

At Clarity Partners, we work 100% on behalf of the client. Using decades of hands-on experience across hundreds of brands, we provide unbiased, fact-based analysis measured by a common set of metrics. With a specific focus on Clear Identity, Clear Data, Clear Measurement, and Clear Mapping, we work with clients to develop actionable, measurable, and transparent solutions.

What Our Clients Say

“We knew the market was evolving quickly but vendors kept pushing complicated, over-engineered solutions, and analysts weren’t providing any specific guidance. We needed an experienced partner who was 100% on our side to cut through the hype and generate results.”

Multichannel Retailer

Clarity Partners Services

Clear Identity

Improve your ability to identify your customers and prospects across first- and third-party channels.

The identity landscape is complex and rapidly changing. The continued proliferation of cross-channel consumer devices, constantly changing consumer privacy legislation, and the efforts of ad tech giants to create walls around your customers and prospects have made it increasingly difficult to segment, reach, and measure the consumer. Vendors promise miracles but lack clarity and accountability.

Clarity Partners has designed a performance-based approach to evaluating and improving your identity capabilities to drive better targeting, personalization, and measurement across your customers and prospects. This comprehensive assessment benchmarks your current identity capabilities against the market, evaluates established and emerging vendors across a common set of KPIs, and measures the economic impact of implementing recommended solutions.

Our Solutions  

  • Current state technology assessment including operational process and vendors with a specific focus on Identity Resolution

  • Identity Gap Analysis: Benchmark your current environment against industry best practices

  • KPI-driven vendor evaluation
  • Economic impact assessment on current operations
  • RFI/RFP Management and Administration

  • Team training and collateral


  • Improved reach of desired audience
  • Reduced media waste
  • Increased accuracy and persistency of customer/prospect identity keys

  • Quickly evaluate, onboard, and apply new identity providers
  • On Demand access to latest technology, market trends and subject matter experts

Clear Data

Access mainstream and alternative third-party consumer data at the variable level to generate a unique lift in your customer and prospect marketing.

How much of the third-party data that you buy from traditional vendors do you actually use? Do you license the same data sets year over year from the same vendors? How much time do you have to evaluate the increasing number of alternative data sources available in the market? If you’re like most marketers, only a small fraction of your data drives results, but it’s difficult to find the time to efficiently evaluate new data sources. Catch 22.

The data marketplace is undergoing a massive change, and Clarity Partners has designed a process that reinvents how companies evaluate and source data. With endless data variables from which to choose, to what should you be paying attention? What’s actually incremental to your business vs. wasted spend? Leveraging the gold standard in predictive modeling, our solution enables you to pinpoint the right variables in legacy and alternative data sets.

Our Solutions  

  • First-, second- and third-party data; Current state analysis
  • Predictive data evaluation engine
  • Data sourcing and streaming
  • Direct access to emerging and boutique data sources 


  • Standard set of data evaluation KPIs
  • Top and bottom line economic impact analysis
  • Only pay for the data variables that deliver performance
  • Consent Management
  • Infosec Compliance as data never leaves your four walls

Clear Measurement

Accurately measure the performance of your marketing programs across channels.

On an incremental scale, how much money are you making against your advertising investments? Which channels and vendors are profitable? Which ones have potential and which have hit their ceiling? How much is an impression worth? What is the halo effect of your brand on DR and vice-versa? Can you do more with less budget? 

These are the types of questions that plague our advertisers. These are the questions we will help you answer. The truth isn’t always what you want to hear, but the good news is we will show you the path to correct it. 

Our Solutions  

  • Evaluate existing data, platforms, and tools
  • Gap analysis of existing attribution models and accounting rules vs. incremental scoring system
  • Methodology development
  • Economic impact of existing vs. incremental model
  • Complete in-sourcing or managed service
  • Ongoing experimentation playbook and talent sourcing


  • Less investment in low performing channels/vendors
  • Increased use of high performing channels/vendors
  • Vendor negotiation playbook
  • Yield Curve development
  • Ongoing access to Clarity data science team for ad hoc research

Clear Map

Evaluate the identity, data, and measurement opportunities with the greatest economic impact across your organization.

Market competitiveness is at an all-time high, resources are tighter than ever, and the number of new vendor solutions in the market never seems to end. Clients can’t afford to waste time on solutions that don’t produce results. If that wasn’t enough, the market creates confusion by design. How do you keep the organization informed and aligned on a common set of success metrics and deliver measurable results over the competition?

Based on 25 years of experience, Clarity Partners has designed a quick and effective process to bring the highest performing projects across identity, data, and measurement to the front of the line. From gap analysis through a prioritized roadmap, we help align the organization around a clear and concise set of measurable goals that produce results.

Our Solutions 

  • Current State Analysis across identity, data, and measurement
  • Gap analysis and benchmarking against best practices
  • Use case development
  • KPI development
  • Prioritized opportunity roadmap
  • Team Training and Collateral


  • Organizational alignment
  • Close competitive gaps
  • Quicker execution of high impact initiatives
  • A standard set of success measures across org
  • Ongoing access to the most innovative tech

What Makes Us Different


Apples to apples comparison across a common set of KPIs


We work 100% for our client and never take money from vendors


Actionable outcomes tied to specific business benefits


Experience with over 100 brands in identity, data, measurement, and privacy

Who We Are

David Scrim

David Scrim

Managing Partner/Founder

David has over 25 years of experience in direct to consumer and database marketing working with hundreds of large and mid-size clients such as Walgreens, McDonald’s, AutoZone, Williams-Sonoma, Signet Jewelers, GM, and Bank of America.

Prior to Clarity Partners, he was Senior Vice President of pricing and product at Epsilon/Conversant, a leader in identity, data management, and performance-based marketing. Before Conversant, David held product leadership roles at Experian, RR Donnelley, and TD Bank.

David graduated with an MBA from Queen’s University in Kingston, Ontario with majors in finance and technology. He also has a degree in Marketing from St. Francis Xavier University, Nova Scotia. David was born and raised in Ottawa, Ontario, and moved to Evanston, IL in 1999 where he lives with his wife Sandrine and his three sons Kaiden, Kingston, and Teo.

Brian Duke

Brian Duke

Managing Partner/Founder

Brian has more than 20 years of experience in helping some of the world’s largest brands improve their marketing effectiveness. His professional passion lies in helping advertisers understand and measure the entirety of their investments. Evangelizing the truth in the often times complicated and murky world of Ad-Tech, is his primary focus. From building and leading sales and solutions engineering teams, to product design, go to market and P&L ownership, Brian has worn a number of hats in his career. Before founding Clarity Partners, Brian led new business and partner development efforts for Epsilon’s advanced identity products.

Brian grew up in Alabama and currently resides in the Atlanta suburbs with his wife Jaime, his son Jackson and two very opinionated French bulldogs. He has a slight golf obsession and as a graduate of Auburn University, he has an unfortunate addiction to college football.

Matt Anthony

Matt Anthony


Matt is a data scientist and statistician at heart and has spent his professional career researching, architecting, building, and proving out solutions for data analysis at scale in the ad-tech space and (more recently) in the cybersecurity field. The scope of these efforts is broad-ranging, from the academic underpinnings of a variety of analytical or machine-learning algorithms, all the way to the large-data/at-scale implementation of those algorithms. From the ad-tech perspective, his focus was mainly on measurement techniques aimed at helping advertisers understand their truly incremental value gained from online advertising initiatives, using academically proven causal inference techniques in controlling for targeting and audience bias. Internally-held critical analyses from those efforts showed the dramatic difference in effectiveness from the causal-inference oriented techniques relative to the more common “Fractional Attribution” methods. His academic background includes a Masters Degree in Statistics from Harvard University and a Bachelor’s Degree from Dartmouth College in Mathematical Social Science.