Imagine for a second that you know someone who is a person.

They are not a phone or a laptop or a smartwatch. They’re not even Alexa. They are flesh and blood – and a brain that makes decisions about what they like.

You want to reach them with ads for products or services that interest them, when they are interested in seeing them.

The internet of phones, wearables, things, smart speakers has upended the old way of tracking people by their computers.

Today, each person surfs the web on multiple devices. Most cookies track each device separately, giving marketers fragments of information about each person dispersed among different databases. That can lead to oversaturation of advertising to each user and wasted marketing dollars spent.

According to the Consumer Technology Association, 40% of consumers move from one device to another when making a purchase. This further complicates the process of marketing to these consumers, leading to bad data.

With ordinary cookie‐based marketing, a consumer who purchases your product on their phone after seeing your ad on their laptop will show up in your data as two consumers, one a customer and one not. A remarketing effort to the latter would waste resources, not to mention annoy a customer.

How People‐Based Marketing Works

Instead, people‐based marketing consolidates intra‐device and cross‐device performance to distill identification to a single user. When we serve messages with a people‐based approach, the target is associated with both a device ID, an IP address, a GEO location address and more. That delivers 100% accuracy.

Because the person, not the screens, is the single organizing principle, messaging can be streamlined and conversions optimized.

People‐based marketing is complex. It employs deterministic targeting in order to develop good data.

Deterministic targeting uses closed systems with proprietary, non‐portable data. It is power‐ packed with useful, accurate information tied directly to each individual consumer.

TThe complexity of the operation and the expertise involved has led large organizations to outsource their people‐based marketing to outfits that specialize in the science. This kind of data collection, synthesis and analysis requires a dedicated team of experts. But the return on investment of people‐based marketing dwarfs other methods – and that gap is increasing every day.

Want to talk more about people based marketing? See what we can do.