Imagine you are the marketer for an activewear company. You're looking at a user's cookie data and you know that this user has just finished searching for football documentaries on Netflix. At this point you can create a buyer persona , i.e. the ideal model of a typical customer and label it as: "football fan". Well, you're relying solely on cookie data culled from a desktop search. The profile you are sketching is rather incomplete. "Football fan" is far from a comprehensive characterization. If you start taking into account the searches made by the user on other devices, for example.
Scrolling through the browser history on mobile number listsmartphones, the picture changes . Here you discover a subscription to some tech magazines and a number of online games. These data are not yet sufficient to create a buyer persona worthy of the name, but it is clear that now you have much more elements available to "take aim" and hit the target. To acquire new customers you need to know them thoroughly, and to do that you need to rely on data. Only in this way is it possible to create realistic, credible buyer personas, capable of approaching those real users whose attention is the most coveted prize.
Data driven marketing 2022 Back to index We have given a definition of people-based marketing and tried to clarify how it works. Now let's go a little further, tracing the premises that inform it and make it so effective. There are three conceptual pillars of people-based marketing : Identification . It refers to the process of associating customers with devices, which guarantees the unique identification of each customer and ensures that they are correctly traced cross-device . While many brands have large email databases, they are unable to effectively associate devices with their customers' email addresses. To overcome this problem, giants like Amazon require you to stay logged in on your devices. In addition to the user-side.