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Creating valid consumer/customer profiles that increase the odds of marketing success is increasingly more difficult, as consumers’ media usage continues to evolve. A full 94% of marketing professionals report that lacking “people-based” marketing capabilities contributes to their struggle with creating a complete view of cross-media exposure and, therefore, to access customer insights accurately.
The growth of addressable profiles across media, actionable data and connected technology offers new territory to mine, as it is clear that cookies no longer suffice. Opportunities are emerging from 1st, 2nd, and 3rd party data sources that accumulate location, transactional, and online behavioral data linked to identity.