People-Based Marketing: Unlocking the Opportunity of Individual-Level Data

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  • Sponsored by The Relevancy Group

    Written by By Joe Laszlo, with David Daniels and Nicholas Einstein People-Based Marketing, Identity Management

    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.

    Key Questions:

    • 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?

    Key Findings:

    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 Save

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