The Identity Layer

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Before You Build a Knowledge Graph, You Need to Solve Identity
A financial services team I know spent nine months building a knowledge graph.
 • Sonal Goyal
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.
 • Sonal Goyal
The Semantic Layer Does Not Have All The Answers
Why "what does revenue mean?" doesnt help "who is this customer?"
 • Sonal Goyal
The Context You’re Missing: Why Identity Resolution Is Marketing’s Center of Gravity
Insights from State of Martech 2026
 • Sonal Goyal
More persistence for Zingg IDs!
Introducing Reassign - taking the identity graph one step further.
 • Sonal Goyal
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.
 • Sonal Goyal
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.
 • Sonal Goyal
The Real Threat to SaaS: It’s Not Vibe Coding. It’s Access To Your Data.
And why we built Zingg the way we did.
 • Sonal Goyal
The Identity Crisis: Why “Getting the Basics Right” Is the Hardest Work in Data
And it is actually world-class data engineering!
 • Sonal Goyal
The Identity Layer
Writing about MDM, entity resolution, and why identity is the layer your AI agents can't afford to get wrong. By the founder of Zingg warehouse native open source MDM.

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Writing about MDM, entity resolution, and why identity is the layer your AI agents can't afford to get wrong. By the founder of Zingg warehouse native open source MDM.
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The Identity Layer

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