Why You Need Marketing Intelligence to Deliver People-Based Marketing

August 25, 2017 Ginna Hall

​Remember when there were only three ways to reach consumers: TV, print and radio? Today there are a seemingly infinite number of ways brands and consumers can interact.

The explosion of digital channels and devices has created new opportunities for marketers—and new challenges. It’s put control squarely in the hands of consumers, who expect a coordinated, relevant experience as they bounce back and forth between channels and devices. In fact, forty percent of all online adults start an activity on one device and finish it on another.

Even though marketers are swimming in data - site traffic, page views, open rates, clicks, conversions—it’s scattered across systems. It’s difficult to track, measure and optimize all of these digital, mobile and offline touchpoints holistically.

Twenty-five percent of consumers use three devices every day. More than 79 percent switch devices mid-activity.

People-Based Marketing Works for the Digital Era

This sea of change has proved disruptive to traditional approaches. Managing marketing and advertising using channel-specific strategies, tactics and metrics is no longer effective. A consumer’s interactions with a brand can quickly add up to dozens or even hundreds of interactions. And what about actionable insights?

Without the ability to analyze the consumer journey and tie interactions across channels and devices to one user, it’s virtually impossible to know which marketing initiatives are working and which ones aren’t.

Marketers need to adopt a people-based approach if they want deeper insight into how to best reach consumers. People-based marketing represents an industry shift from cookies to persistent IDs that can provide offer greater insights into an individual consumer’s interests, affinities and cross-device/cross-channel habits, without duplication.

Getting Personal

Understanding who your customers and prospects really are, what they are like, and how they behave is key to delivering tailored messages and experiences that meet their unique needs and preferences.

Current solutions can help unlock people-based marketing opportunities, but most are typically either audience-focused or attribution-oriented. The first combines demographic and behavioral information to create anonymous consumer profiles that facilitate targeting and personalization. The second enables granular measurement to optimize performance. But neither solution offers the comprehensive intelligence that today’s marketers require to deliver on a true people-based marketing strategy.

Audience + Attribution = Actionable Marketing Intelligence

To be effective, you need a solution that combines the power of people-based insight with multi-touch attribution, so you can understand consumer attributes and preferences and how different audiences interact with your brand across all channels and devices.

When you combine consumer profile data with tactical marketing performance data you see a consolidated view of every marketing interaction that leads to a successful outcome. Instead of drowning in a sea of siloed data, you gain real-time insight into the marketing tactics and messages that influence specific audiences, so you can maximize your budget and create relevant and personalized experiences that drive results.

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