People-based measurement allows brands and marketers to use identity resolution to better understand their target audience and build truly customer-centric organisations.
If you’ve only used identity resolution for data onboarding purposes, then extending its capabilities to people-based measurement is a logical next step. At its core, the process of people-based measurement consists of measuring the impact of online, multi-channel marketing campaigns on your brand efforts and sales impact (both online and offline) targeted to the person behind the click.
By implementing people-based measurement, you’ll be able to map outcomes back to specific marketing efforts and truly understand what is driving results for your brand.
Follow the process
The process of people-based measurement is exactly that – a process. While it may seem a little daunting at first, but once you take the first step, and then the next, you’ll gain a greater understanding of your campaigns. More importantly, you will be able to link your marketing investments to core business objectives.
The first step to effectively using people-based measurement to evaluate your marketing campaigns is to accurately and efficiently measure baseline digital KPIs, such as reach and frequency – which counts individuals, not just devices and cookies. You can do this by utilising the tech that will probably already exist as a part of your martech stack, such as a demand-side platform, a data management platform and an identity graph.
Evaluating these baseline KPIs allows you to measure results against individual customers, not just their IP address. Thereafter, you can combine this with offline data to derive an omnichannel view of your customers’ journey.
Learn who your customers are
You can build an omni-channel view of your customers by onboarding your audience data via an identity graph (like ours!) By doing so, you can then combine various elements of customer data to create an accurate view of each unique individual in a privacy-safe way.
By stitching these different data sets together, you’ll be able to develop a clear understanding of how your marketing efforts perform with each customer, with metrics such as how many people saw an advertisement, to how often they saw it and to some extent who they are. These learnings can be then built into future campaigns, maximising impact and minimising unnecessary, ineffective spend.
By implementing people-based campaign measurement, you can more accurately measure true, unduplicated reach for your audience across all platforms and touchpoints. This puts you in a prime position to take this further and reach for more sophisticated use cases, such as frequency management and sequential targeting. Onboarding your customer data via an identity graph is another way to get the most out of the measurement process. All of these possibilities will help you to develop more effective campaigns, and use your marketing dollars more effectively.
Are you ready to take your measurement to the next level? Download the Forrester report, Making the Most of Customer Data Onboarding, to learn more about how data onboarding gets you there.