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The Role of Identity in Measurement

August 04, 2017 - By Anne Curtin, Sr. Director of Marketing, Visual IQ

The Role of Identity in Measurement

​According to Luma Partner’s Brian Andersen, the role of identity in measurement marks the next frontier in marketing. In a recent interview with AdExchanger, Andersen talked about the transition of measurement from art to science, the future of TV measurement and location-based marketing, and shared his M&A and measurement predictions for the months ahead. Topping his list of predictions is the importance of people-based measurement – where identities are used as part of the measurement solution – in executing a people-based marketing strategy.

The role of identity in measurement marks the next frontier in marketing.

At Visual IQ, we couldn’t agree more. To create winning consumer experiences that drive meaningful business results, marketers need to target, measure and optimize their marketing and advertising at the level of real-people. That’s why we’ve made audience demographic, behavioral and transactional data a core component of our Marketing Intelligence Platform. Through partnerships with top-tier technology and data providers like Adobe, Lotame, LiveRamp and more, the platform resolves multiple sources of online, device and offline point of sale data into a single, anonymous unique identifier for each individual. The result is a comprehensive, people-based view of the consumer journey and how customers and prospects engage with a brand.

Without question, resolving identity is a necessary first step for people-based marketing. But it will only get you so far. Just because you know who a user is and the attributes associated with that user doesn’t mean you know which marketing and advertising tactics will drive a given business key performance indicator (KPI). That’s why people-based measurement is so essential for executing a successful people-based marketing strategy. When people-based insights are integrated with multi-touch attribution for user-level analysis, you can measure the influence of each touchpoint along the path to conversion and see which creative messages, offers, content, and other marketing tactics drive the best results for each audience. You can then apply this insight to optimize the consumer experience and make smarter investment decisions within and across channels to drive conversions, brand engagement, revenue, and other desired KPIs.

Want to learn more about how people-based measurement can power your people-based marketing? Request a demo of Visual IQ’s Marketing Intelligence Platform today.

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