The future of marketing:
People-based measurement

Why it's the only way
to tie marketing to revenue

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There’s a pattern emerging here…

The companies taking over every market are invariably the ones who give the best customer experiences – because they understand their customers best.

In this new world, marketing has to change.

From a brand-centric, broadcast-oriented discipline to a customer-centric, data-driven discipline.

Your mission (should you choose to accept it):

You need to understand your customers better,
know their preferences and understand the things that influence their decision to buy from you.

That’s why people-based
marketing is so hot.

Because brands don’t really want
to sell to ‘devices’ or ‘cookies’.
They want to sell to people.

People-based marketing is all about connecting a single person to all
their data dots from every digital
and offline interaction, in a privacy-safe way.

Here’s the problem: Even though there’s a LOT more customer data to work with, it’s never been harder
to connect those dots.
To associate ‘that click over there’ and ‘that video ad over here’ with all those website visits, shopping cart fills, email opens and offline, in-store purchases.

More channels, more data sources, more complex martech stacks, and way more convoluted customer journeys have made people-based marketing a huge challenge.

So, sometime around last Thursday, marketers woke up and realized:

You can’t do people-based marketing without people-based measurement.

People-based measurement is all about measuring the impact of your online, multi-channel marketing on your brand efforts and sales impact, online
and offline.

Think about that. About how powerful it would
be if you could see exactly how that Facebook program or search marketing investment or
banner ad campaign actually impacted sales.
Even in-store or call center sales.

With people-based measurement, some critically important things become possible. Things like closed-loop measurement –
that lets you track all marketing interactions through to revenue.

And multi-touch attribution – that lets you measure campaign performance across all marketing channels.

All of this people-based power is made possible by a very simple concept:
Identity Resolution.

The ability to resolve the person behind the click and connect him or her to the person who just bought that product.

Identity Resolution is connecting the dots across all channels in a privacy-safe way. And it’s become an indispensable part of the new martech/adtech stack.

Some brands are already moving Identity Resolution
in-house. Others are just looking to kick off with an identity-powered analytics platform. (Shameless plug: Either way, LiveRamp can connect the dots for you or any
of your vendors.)

All this calls for some change. Your people, processes and technologies will need to adapt to the new people-based world (some of these changes are inevitable
and already underway).

But getting started is pretty simple. One way: start measuring the impact of your Facebook advertising on offline sales. You do that by uploading your offline sales data to Facebook Conversions – (it’s easy and awesome). (Oh, and it’s powered by IdentityLink).

See where all this is going? Every brand is getting serious about customer experience.
So marketing is going people-based.
Which means measurement has to go people-based, too. Which means Identity Resolution is a
pretty important part of your future.

Some logical next steps:

Discover Facebook Offline Conversions API. Learn about LiveRamp Identity Link.

Fill out this form (so we can get a conversation started):

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In the mean time, you might want to learn more about Facebook Conversions.


The future of marketing: People-based measurement

The marketers who know their customers best win. But if we really want to know our customers – and how they react to our marketing – we're going to need a new approach to measurement.

In this interactive piece, we're looking at what marketers of the future will need to demonstrate their impact on revenue.

You won't want to miss it.

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