The Future of Relevance

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.

  • Sponsored by Zeta Global

    Written by David Daniels Relevance, Targeting, Precision People-Based Marketing, ROI About: Published in November 2016, Marketers are missing opportunities to utilize data to improve the relevance of their marketing and advertising efforts. We are rapidly moving into a new phase, the future of relevance that leverages past CRM and contextual targeting tactics to deliver true individual level targeting known as People-Based Marketing. This approach involves blending CRM data with unknown data in order to recognize the customer as a person. This notion of people-based marketing allows marketers to target people on an individual basis at scale for the first time. By leveraging Identity Management best practices and combining it with The Relevancy Group’s and Zeta’s original Precision Marketing Framework, we present a new Precision People-Based Marketing (PPBM) Framework. Marketers are rapidly adopting Identity Management, Data Management, Machine Learning and the ability to target consumers at the individual level across EveryChannel. We find that Precision People Based Marketers have nearly double the monthly website revenue than those that do not leverage these tactics.

    We address these topics:
    - Segmentation and targeting tactics
    - How to implement Precision People-Based Marketing
    - The role of identity management and DMP solutions
    - What are the expected returns on these investments?

    Report Excerpt: 
    One of the many benefits of implementing Precision People-Based Marketing is that the underlying Identity Management layer ensures that individuals can be consistently targeted across EveryChannel (Figure 8). Benefits include retargeting a customer elsewhere if they were unresponsive in one channel, as well as suppressing display ads if you know the customer has already purchased the product. This is the power of blending CRM data with unknown customer behavior.   

    The Research: 12 pages, 10 graphics, 3453 words
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