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.”
AppNexus, LiveRamp™ – an Acxiom® company – and MediaMath today announced the launch of an open, technology industry consortium to make people-based marketing widely available within programmatic channels. The three companies have agreed to create a standard identity framework that enables buyers and sellers of programmatic digital advertising to create more relevant campaigns and improve consumer experience. Additional companies initially joining the consortium are Index Exchange, LiveIntent, OpenX, and Rocket Fuel.
According to Mike Ford, CEO of mobile data provider Skydeo, “Desktop data companies have a battle ahead not just competing with Facebook & Google for ad dollars but vs. the deterministic targeting of mobile. One mobile advertising ID is worth 600 cookies.”
Mobile web ad network Yieldmo recently launched its own data targeting that provides mobile web & mobile app cross channel attribution.
“Today, 48 percent of all digital advertising dollars accrue to just two companies – Facebook and Google,” said Brian O’Kelley, CEO of AppNexus. “That dynamic has placed considerable strain on the open internet companies that generate great journalism, film, music, social networking, and information. This consortium enables precision advertising comparable to that of Google and Facebook, and does so in a privacy-conscious manner. That means better outcomes for marketers, greater monetization for publishers, and more engaging content for consumers.”
The current bidding process in programmatic channels relies on proprietary identifiers such as cookies, and thus often cannot translate consumer identity across buyers and sellers, or across devices. Adding identity resolution to programmatic advertising helps marketers to deliver more-relevant content and enhances the consumer experience.
“Marketers love the fact that LiveRamp allows them to unify the people-based marketing they do with the most popular publishers with marketing in other channels,” said Travis May, President and General Manager of LiveRamp. “There’s huge demand for leveraging a deterministic, omnichannel identifier in the bidstream, as marketers want to improve their interactions with consumers by linking data from customer files and offline channels – such as in-store purchases – to media exposure in programmatic channels. The creation of this consortium will accelerate the delivery of this value to marketers and their partners in the digital media ecosystem.”
“Our clients are excited by the prospect of improved reach and precision in their marketing campaigns,” said Michael Lamb, President of MediaMath. “And we are thrilled by the opportunity to establish the strong and consistent data protection policies that consumers deserve. Upgrading this foundational piece of the infrastructure puts us on solid footing, as programmatic grows to encompass all of digital.”
Until now, the lack of a common, omnichannel, people-based identifier has created significant challenges for marketers, including the inability to coordinate campaigns across platforms, a lack of interoperability with the mobile web, and siloing across channels.
David Gosen, General Manager, Platform Solutions and SVP, International at Rocket Fuel, said, “This collaboration of businesses operating in the digital advertising space will contribute to more transparency and efficiency, which is great news for the internet and our industry. Vitally, it also creates greater relevance for the end consumer. At Rocket Fuel, we believe the future is about people, not devices, so partnering with others in the digital ecosystem to deliver this more widely is a positive move for all involved.”
“This is a natural extension of our already-deep partnership with LiveRamp and its IdentityLink service,” said LiveIntent Founder and CEO Matt Keiser. “For marketers that leverage LiveIntent’s platform for people-based marketing, the consortium expands the reach of identity-informed campaigns. For publishing brands, the consortium provides access to new identity-informed demand, increasing the value of their inventory. Marketers want access to their target audiences where they are spending time, irrespective of browser or device. Inventory sellers need to be able to provide identity resolution to buyers for targeting, measurement, and attribution. This consortium delivers what people-based marketing needs: success at the intersection of marketing and advertising.”
“Creating an open, people-based identifier across industry leaders is a major opportunity – this changes the programmatic landscape for the better, as it exposes unified methods of people-based buying to the open web,” said Andrew Casale, President and CEO at Index Exchange. “We’re extremely excited to be a part of this effort and believe it’s another positive step towards greater transparency for the industry.”
A recent Adweek article from Julie Fleischer of Neustar touched on several key points for people-based marketing:
Are you targeting individuals or households? Unless you’re targeting age or gender, you’re better off targeting households than individuals. Here’s an example: It’s amazing how many marketers still target women instead of adults, as if only women are shoppers. Today, 40 percent of primary grocery shoppers are men, and the majority of households share grocery shopping chores.
Targeting only individuals misses a big portion of the grocery-shopping population. Worse yet, most purchase data is generated from shopper card data, which exists at the household level. But generalizing the data from individual to households requires a connection to the offline world (see prior question). Does your data capture this?
Finally, how many profiles are there? There are 220 million adults in the United States. If your data provider has 3 billion profiles, it isn’t marketing to people, it’s marketing to data points. The data stream that we rely on as marketers grows exponentially each year. Today, there are more IP addresses for devices than people. New ways of parsing, organizing and leveraging data will be invented that will make the media landscape even more addressable and exciting.
Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced speakers for its inaugural European Performance Marketing Executive Summit, being held May 3–5 at Melia Barcelona Sky in Barcelona. The event will provide marketing leaders with the tools and knowledge to help their companies realize the potential of people-based marketing.
People-based marketing creates enormous potential to simultaneously increase conversion and ROI while improving the overall customer experience. Attendees of Merkle’s Performance Marketing Executive Summit will learn about the technology, data infrastructure, and analytic approaches needed to make people-based marketing possible; how to use statistical insight to deliver personalized, optimized experience to each customer; and the high-level customer strategy that ties it together across the enterprise.
Keynote speakers for the event include Suzanne Woolley, director of customer base management, EE; Dani Murray, VP, media, digital and marketing partnerships, Warner Brothers; Sebastien Szczepaniak, VP, global head of group sales and eBusiness, Nestlé; David Rowan, editor-in-chief of WIRED Magazine; Andy Day, Chief Data Officer, Sainsbury’s and TUI. In addition to the keynote addresses, the Summit will offer a number of joint presentations featuring Merkle thought leaders, together with industry insiders from world-class brands such as Dell, Google, and RBS.
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 25 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. When combined with its strength in performance creative and media, Merkle creates customer experiences that drive improved marketing results and shareholder value. With more than 4,100 employees, Merkle is headquartered in Columbia, Maryland with 16 additional offices in the US and 8 offices in Europe and Asia. In 2016, the agency joined the Dentsu Aegis Network.
The “Live” companies have announced a people-based marketing partnership.
LiveIntent, a platform for so-called “people-based marketing” that focuses on the email channel, and LiveRamp, an Acxiom company that offers omnichannel identity resolution services, on Monday announced a partnership to offer “people-based” inventory to media buyers at scale according to a MediaPost article.
“We are just scratching the surface around people-based marketing,” LiveIntent founder and CEO Matt Keiser, told Real-Time Daily via email. “This partnership transforms regular media into people-based media, through the power of email address data, and gives marketers the ability to drive connection and frequency across channels.
“Marketing strategies now revolve around people, not devices, and with this partnership, brands can reach people programmatically, at scale. Brands can find their audiences programmatically with a level of Identity resolution previously unknown. This empowers brands to reach people wherever they are paying attention.”
One definition of “people-based marketing” is that it attempts to accurately reach consumers wherever they are (online, mobile, and in-store) and on any device. Each device offers a different experience for the consumer and invites different forms of messaging.
The combination of LiveIntent’s email inventory and LiveRamp’s acquisition of Circulate and Arbor give this partnership a great deal of volume and reach for advertisers.
“We’ve long empowered our advertising customers to buy people-based audiences across the open web and with premium publishers such as Facebook and Google,” said LiveRamp CEO Travis May. “LiveIntent’s platform offers a whole new path to crucial addressable people-based inventory from a logged-in, viewable, and fraud-free environment that is incremental to their existing efforts. Anonymized partner data securely flows into and out of the LiveIntent Platform, giving marketers the ability to close the loop on their known users. Through our partnership powered by the email address, LiveRamp will significantly increase the ease with which our customers can find their customers and prospects across LiveIntent’s audience of 145 million unique monthly people outside of the email channel. In other words, the email address, the linchpin of Identity in a modern world, will act as an identifier for brands finding their known audiences as they traverse the open web.”