DDM - General & Digital

The Cookie Crumbles - The Need for People-based Measurement

Segment your customers and prospects to optimize your marketing campaigns

Issue link: https://resources.datadrivenmarketing.equifax.com/i/1090753

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The Cookie Crumbles The Need for People-based Measurement – Why Marketers Need to Speak to People, Not Cookies Gone Are the Days of Mass Broadcast Deciding where to allocate advertising investment has only become more complex over time. Today's consumers are scattered and influenced by many different channels, making investment decisions even harder for marketers. The unique power of digital in connecting advertisers with consumers has meant that a consumer can interact with a brand at any given time. As such, consumers move comfortably between devices, like researching on a laptop or scrolling through advertising on their mobile, before finally making their purchase on whatever device they see fit for the occasion. The largest study of its kind globally which shows how crucial accurate people-based measurement and attribution really are! In this growing multi-device world, it is now more important than ever to move on from cookie- based tracking methods which risk undervaluing almost 40% of touchpoints. Data-driven Marketing from Equifax

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