Our partners at LiveRamp released a new study on People-Based Measurement and the impact it would have on marketing.
Key insights from the study include the following:
- Identity Resolution is Key to Accurate Measurement: 94 percent of marketing professionals report that a lack of “people-based” measurement capabilities makes it more difficult to create a complete view of cross-media exposure and link that view to performance metrics – such as sales and brand lift – to accurately assess marketing ROI.
- There are Common Challenges Organizations Face in Implementing People-Based Measurement: These challenges include not having the ability to link disparate data sets together for analysis (49 percent), not having identity resolution technology (48 percent), not knowing where to get started (42 percent) and not having access to enough offline sales data (42 percent).
- People-Based Measurement is the Starting Point for Creating Better Customer Experiences and Unlocking the Value of Data: Marketers and advertisers indicate the benefits of implementing people-based measurement extend beyond calculating campaign ROI:
- 75 percent of respondents indicate it will help them improve targeting and/or real-time campaign optimization
- 72 percent of respondents indicate it will help them optimize customer and prospect insights and improve product strategy, and/or improve the consumer experience
- 96 percent of respondents indicate identity resolution will be key to unlocking the value of their company’s data assets in the coming years
- While People Based-Measurement is not Yet Widely Implemented, There is Increased Investment on the Horizon:Nearly 70 percent of marketing and advertising professionals share that they have not yet implemented people-based measurement but plan to in the next three years. Additionally, over the next three years, 56 percent of respondents report that they plan to increase their in-house analytics capabilities, while 52 percent plan to invest more in marketing analytics technology.
Brian Andersen – Luma Partners
“It’s clear that identity resolution is key to solving challenges with cross-media measurement,” said Brian Andersen of LUMA Partners, “as well as helping marketers improve the consumer experience.”
LiveRamp CMO Jeff Smith
“We all know that marketers, media companies, and measurement vendors struggle to stitch together an understanding of the total
audience reached across traditional and digital channels,” said Jeff Smith, chief marketing officer at LiveRamp, “and even more importantly, tie omni-channel marketing exposure to key performance metrics like sales and brand lift. This study, however, for the first time highlights the true underlying challenge and a potential solution to this conundrum.”
Fastest Growing Mobile Data Company Partners with Leading Marketing Data Innovator to Mine New Mobile User Insights
Skydeo and AnalyticsIQ join forces to help brands and agencies learn more about the people using mobile apps and target them for precise advertising.
Atlanta, GA, September 12, 2017 –(PR.com)– AnalyticsIQ, a leading predictive analytics and consumer marketing data company, today announced its partnership with mobile data platform provider, Skydeo. The new partnership will provide Skydeo clients with additional targeting capabilities and deep insights on mobile app audiences by incorporating AnalyticsIQ’s rich, detailed consumer affluence information.
Skydeo, known for its deterministic data network, leverages mobile behavioral and geo location activity data to help advertisers target relevant audiences across mobile – all in a privacy compliant manner. For example, a Skydeo Travel segment consisting of 7 million devices may include people who use specific travel apps. It may also include people who have visited an airport, hotel chain or Las Vegas casino in the past 30 days. With the addition of the AnalyticsIQ data, advertisers can further refine and narrow their target audience. Advertisers may now choose to target only those travelers who are in the top 25% of discretionary income spenders.
According to the IAB, mobile now accounts for the majority of digital ad spending, over $36.6 billion annually to be exact. Marketers aren’t the only ones spending time and money across mobile; consumers are too. The time U.S. consumers are spending on their phone and in mobile apps is continuing to rise, up to about 5 hours per day. And there are no signs of the mobile revolution slowing down.
Anna Brantley, SVP Strategic Partnerships
“As marketers invest more in mobile advertising, the need for precise, accurate, people-based data is growing as well,” states Anna Brantley, Senior Vice President of Strategic Partnerships at AnalyticsIQ. “By working with Skydeo, our sought-after purchase, spending and income data can now be used by marketers to zero-in on their ideal mobile audience. Together, we believe this partnership is a game-changer for mobile advertisers and will lead to improved ROI,” adds Brantley.
“Skydeo’s partnership with AnalyticsIQ lets us create high value mobile audiences and insights for brand advertisers, agencies and their platforms,” states Mike Ford, CEO of Skydeo. “By combining our two data sets, we can now apply AnalyticsIQ’s discretionary spending and household income level data to our deterministic mobile audiences. This means advertisers have an incredible opportunity to launch people-based marketing campaigns.”
Both companies are excited to announce that AnalyticsIQ data is now readily available for Skydeo clients. To learn more about using AnalyticsIQ data within Skydeo’s mobile advertising platform, contact Skydeo today.
AnalyticsIQ is a leading predictive analytics and consumer marketing data innovator. We are the first data company to consistently blend cognitive psychology with sophisticated data science to help marketers understand how and why consumers make decisions. Our accurate and comprehensive PeopleCore consumer database provides unrivaled insights to advertisers, agencies and technology providers. Our data helps brands fuel personalized experiences across channels including direct mail, email, online, mobile and TV. Recognized as one of the “Top 100 Most Promising Big Data Solution Providers in 2017” by CIO Review, AnalyticsIQ is headquartered in Atlanta, Georgia, and employs a team of data analysts, scientists, and cognitive psychologists with over 100 years of collective analytical experience. For more information, visit www.analytics-iq.com and follow us on Twitter @AnalyticsIQ.
Founded in 2015, Skydeo is the fastest growing mobile data company with a 100% deterministic, global data set. Skydeo provides mobile audiences and insights to brand advertisers, agencies and their platforms in auto, retail, tech, gaming and financial services. Skydeo enables investment research companies to predict revenue ahead of earnings through our exclusive data sets. For more information, visit https://skydeo.com. @skydeoinc
The IAB has released the Mobile Identity Guide for Marketers. Skydeo specializes in anonymous mobile device data which when used in combination with People-Based Marketing and anonymized CRM marketing can create high value audiences for targeting, insights, and measurement. Identity is a major concern for marketers trying to leverage offline or desktop data mapped to a mobile device. Skydeo believes the solution is mobile first data. To learn more, contact us.
“A day in the life of the typical US consumer is increasingly complicated in terms of how media and advertising are consumed. Indeed, according to Forrester, the average US adult juggles more than four connected devices. Three-quarters use a smartphone and more than half use a tablet. As the connected devices we use proliferate, we’re also consuming more digital media, with a growing expectation for seamless
ad and content experiences between our smartphones, tablets, laptop and desktop computers, connected TVs and the various web and app experiences we traverse. At the same time, given the limited effectiveness of cookies on mobile–the challenge for marketers and publishers to effectively reach consumers with the right message at the right time–regardless of their device
they’re using–is growing as well.
In addition to the use of first party data, advertisers are increasingly relying on user-level device identity as a foundation of their marketing activities to effectively connect with and manage relationships with multi-screen consumers. Having a consistent consumer identity for marketing activities across a consumer’s multiple mobile devices is intrinsically more difficult than having one on desktop devices. Indeed, as a “fairly mature” 23 year old, desktop advertising has benefitted from having the cookie as its primary identifier to
support measurement and interest-based ad delivery. By contrast, mobile brings with it two distinct environments (app and mobile web), a completely different set of consumer behaviors and hundreds of thousands of different device / OS / screen size combinations. In addition, desktop measurement and tracking solutions (like cookies) don’t work across the board in mobile. Perhaps for all these reasons,
cross-channel audience identification and cross-channel measurement were cited as two of the three most important focus areas by digital marketers and media practitioners in a recent IAB / Winterberry study.”
• Frequency capping – limiting impressions delivered to users across their mobile and other devices
• Targeted advertising – serving ads specifically to people based on their behavior
• Re-targeting – serving ads specifically to people who have already visited a website or app, or are a contact within a database
• Audience extension – leveraging technology that allows publishers (and their marketing clients) to identify and reach audiences beyond the publisher’s owned and operated properties
• Dynamic content personalization – dynamically changing content and messaging based on criteria such as user behavior, demographic information and interests to create a more personalized, relevant experience
Today, Dentsu Aegis Network announces the full US deployment of M1™, the 100 percent people-based insights, planning, activation and measurement platform created by Merkle. Following Dentsu Aegis Network’s acquisition of Merkle in 2016, M1™ will now sit as a central global resource that will serve all of the network’s agency brands.
The deployment of the M1™ platform in the US is the first phase of realizing the group’s vision that all planning and activation will ultimately be people-based and underpinned by anonymized real people data. It will capitalize on the increasing scale of global addressable media opportunities and the industry-wide desire for better accountability of media reach and impact.
Merkle’s John Lee at LUMA Partners DMS discussing People-Based Marketing. Skydeo CEO Mike Ford
In development for over two years, M1™ is the industry’s only media platform that leverages a persistent anonymized ID on every adult in the US population, combined with over 1000 data attributes, integrated directly with the premium publisher and media ecosystem. M1™ leverages DataSource™, a compiled database of 242 million anonymized individuals based on actual name, address and/or e-mail address. For each unique ID, M1™ provides proprietary insights on more than 1,000 demographic, behavioral and motivational attributes from over 30 sources including the Dentsu Aegis Network’s industry leading Consumer Connection Survey. The M1™ ID can be matched with clients’ first-party CRM data through its accredited PII on-boarding safe haven, enabling Dentsu Aegis agencies to enhance clients understanding of their existing customers and prospects.
Another key element of M1™’s unique value proposition is the Publisher Addressable Marketplace (“PAM”) which enables a two-way, cookie-less ID sync between M1™ and media owners. This enables the industry’s highest standard of targeting and measurement based on known people. This standard of matching on authenticated users directly with publishers via guaranteed and programmatic channels gives clients lift in performance, virtually eliminates ad fraud, and addresses brand safety concerns with access to premium inventory. With reach of over 225 million known, authenticated individuals, PAM has the largest truly people-based reach of any platform in the US. As a result, the PAM marketplace continues to attract top media partners including Pandora, AOL, and CBS.
To ensure M1™ is a platform fully accessible across the network, Dentsu Aegis Network has appointed Merkle Chief Product and Data Officer John Lee, as President of M1™, globally. He will oversee the development and rollout of M1™, dual reporting to David Williams, CEO Merkle, and John Murray, President, Amplifi Global. Lee oversaw the development of M1™ at Merkle and will continue to steward its growth while overseeing its US and global rollout. He will lead the M1™ global team accessible to all Dentsu Aegis Network agencies and clients. Following the US, an M1™ global rollout plan is underway, with the UK to launch in 2017 and the continued global rollout to kick off in 2018.
To date, more than 20 Dentsu Aegis clients are already piloting M1™ campaigns, and the group anticipates all media planning and activation in the US will become addressable via M1™ by 2018. In previous campaigns, typical results from marketers using M1™ have seen 20% improvement in performance, 25% improvement in unique audience reach, with the added benefit that 100% of the spend is reaching the intended audience (e.g. real people vs. proxies) helping to address industry issues with ad fraud.
“We’re undertaking a transformation as a global enterprise,” said Dentsu Aegis Network Americas CEO Nigel Morris. “We believe the future of our industry is a personalized and addressable one, requiring a holistic understanding of people’s behaviors and motivations. With the deployment of M1™ across our US business and a planned global rollout, we are now at the forefront of this evolution.”
“Marketing through proxies is no longer enough,” said David Williams, CEO, Merkle. “This is an exciting rollout for the group because as marketers and media platforms are increasingly looking for effectiveness, efficiency, and brand safety, the M1™ platform seamlessly addresses all three.”
Melissa Parish, Forbes contributor, describes an up and coming phenomenon in the marketing industry: “people-based marketing”. For a long time, a big struggle businesses have had is in narrowing down their audiences to effectively bring in clientele. It can be very difficult to find specific enough data about people’s interests to know how to draw them in. People-based marketing can give businesses a leg up, by “connecting with the right people at the right time, with the right message” (Parrish, Forbes). Spotify is doing this using a concept called persistent identity, which they believe is the new “gold standard”.
They are able to track peoples interests across multiple devices and present ads relevant to their interests, based on the type of music that they are listening to. Parish explains that “music reflects who we are and the moment we’re in. We might listen one way when we’re waking up, another when we’re getting amped for a workout, another when we’re decompressing after a long day, and so on”. Because people are constantly listening to music, it is a pretty accurate way to always know what kind of mood they are in, or what stage of their day they are in. This makes music a great way to understand and interpret the data being streamed. Another key point in this is personalization. That is what companies such as Skydeo are moving toward. Skydeo aims to make the lives of businesses easier, by collecting and tracking data from personal devices. Using the personalized information from data-mining companies will create many opportunities for companies to advertise more directly and efficiently, bringing in more successful and specified customers.
People-Based Marketing Company – V12 Data announced today the promotion of Stacey Girt to Chief Revenue Officer. In this new role, Stacey is responsible for the direction and management of the company’s sales revenue strategies.
“Stacey’s extensive industry experience and strong vision will be invaluable as we continue to enhance the strategic direction, growth, and profitability of V12 Data,” said Anders Ekman, CEO of V12 Data. “Her strong aptitude for developing a unified business strategy make her an ideal candidate for this new role.”
Stacey has over 25 years of experience in the direct marketing industry and has been a featured speaker at the Direct Marketing Association, DMD NY, and List Vision. Prior to her new role, Stacey served as Executive Vice President of Channel Sales at V12 Data where she excelled in helping clients develop effective lead generation and retention programs using state-of-the art marketing solutions and technology. She has also held multiple senior leadership roles at companies including Acxiom and CBC Companies.
“I am extremely excited to be chosen for this new role and to develop revenue strategies focused on V12 Data’s rich suite of acquisition data solutions,” said Stacey. “V12 Data provides unique data sets which are individually focused to identify high performing target audiences enabling clients to meet their business objectives. We are on a path of great forward momentum as we continue to develop strategies to align our solutions with our clients’ goals and objectives to achieve highly individualized, people-based marketing.”