Nielsen's Marketing Mix Modeling Solution
People-based marketing refers to the ability to deliver targeted ads and messages to individuals across any screen, on any device. While the concept is relatively new, it has caught on quickly. In fact, 68% of marketers are putting a significant amount of budget towards it.
However, marketers have historically faced challenges when attempting to identify consumers and their behaviors across devices. In the pre-mobile era, cookies were the standard for identifying and targeting individuals browsing on desktop computers or laptops. However, cookies aren’t reliable for mobile devices like smartphones and tablets, and certainly don’t tell the entire story of a consumer or their journey to conversion.
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