When marketers try to connect with real people, they often run into a number of challenges with recognizing consumers. Here are some of those challenges, and the ways that we’ve learned to solve them.
- MULTIPLE DEVICES
PROBLEM: Consumers own an average of 3.4 devices. If they’re not connected to each other, consumers will see the same ads repeated, or see ads after they’ve purchased.
SOLUTION: All devices should be connected to a known person (anonymously), who’s also connected to a rich data profile.
- GETTING THE RIGHT MESSAGE TO THE RIGHT DEVICE
PROBLEM: Some people with multiple devices only make purchases on one of them. Your message may be ineffective on the device you’re running your ad on.
SOLUTION: Understand which device is most important at which phase of the funnel, for each person.
- GETTING CONSISTENT MESSAGES ACROSS DEVICES
PROBLEM: Pushing different products across someone’s devices dilutes your impact.
SOLUTION: Keep the message consistent by matching at the person level, not just the device level.
To learn more about how we match consumers to their devices, channels and media formats with 95% accuracy, read our new white paper: The 5 Keys to Connecting With Real People.