People-Based Marketing: Unlocking the Opportunity of Individual-Level Data
Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.
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About: Published in May 2017 this paper utilizes executive survey data to benchmark the adoption and impact of People-Based Marketing. The Relevancy Group’s data shows that the elements necessary to implementing People-Based Marketing.
- How do marketing and advertising technology firms define “people-based marketing?”
- What do marketer decision-makers think about people-based marketing?
- How should marketers evaluate people-based marketing solutions?
The Relevancy Group defines people-based marketing as a marketing or advertising technology that combines cross-device capabilities, identifiers not reliant on cookies, and individual level data to enable highly relevant advertising to individuals.
Forty-four percent of marketers surveyed already use people-based marketing, while another 38 percent plan to implement it within the next 12 months.
The individual-level data that informs people-based marketing can come from a third party, but increasingly solutions enable brands to add what they know about their customers to the marketing equation.
Brands evaluating people-based marketing solutions should maintain a laser focus on data usage and control, and ensure they understand how their partners will work to keep their competitively sensitive and privacy-sensitive data secure.
The Research: 10 pages,6 graphics, 3183 words. Part of our Research Subscriber Series, Subscribe and SaveBuy for $799.00Free with registration
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