How People-Based Identity Will Change The Way Marketers Think About Success

Vancouver, BC, Canada -- August 26, 2014:Close up of a man wearing a Fitbit Flex using the App on an iPad Mini.  The Fitbit Flex is a wireless activity and sleep monitor wristband that promotes activity and wellness.
SHARE
THIS



With big privacy changes coming, marketers will soon have redefine success when it comes to attribution, argues Deb O’Sullivan Vice President Enterprise Sales Australia and New Zealand at LiveRamp in this piece.

Apple postponing its plan to make IDFA opt-in across devices means brands everywhere are enjoying a temporary reprieve. This deferral to early 2021 buys valuable time for marketers in the race against the impending deprecation of device IDs.

However, these imminent industry changes are not the only motivation for marketers to implement interoperable infrastructure, people-based identity models. Changes in consumer digital behaviour and lifestyle also provide increasingly convincing reasons for marketing practices to transform.

For instance, Australians are using more devices than ever. According to a recent Telsyte research paper, the average Australian household now has nine internet-connected devices. This proliferation of devices demands an identity infrastructure that enables marketers to better understand and engage with their end user across multiple touchpoints.

This means that people-based marketing is growing in popularity as savvy brands look to get ahead of the curve and become among the first to adopt addressable solutions that don’t rely on unstable identifiers.

Shifting how we think about success

Interestingly, as future-focused marketers begin widely adopting these solutions, the way they think about the metrics of success is also likely to undergo a fundamental change. New benchmarks will arise as more and more brands embrace people-based identity and addressability, with a stronger emphasis on quality of impressions, in addition to quantity.

This paradigm shift will be driven by the fact that brands will enjoy increasing control and precision in targeting across multiple channels, improving a campaign’s ability to deliver a highly relevant and seamless experience to audiences.

The enhancement in audience targeting capabilities will see marketers start to alter the standards for calculating a campaign’s success. With addressable solutions, people-based identity features like outcome-based decision making, frequency capping, audience suppression and sophisticated retargeting remain possible even after the deprecation of the third party cookie. These solutions provide marketers with the ability to optimise marketing impact across channels and audiences – often in real-time.

For brands, this means seamless omnichannel campaigns, more accurate and meaningful measurement of ROI, and improvements in fragmented customer data.

In short, how marketers think about success is likely to evolve, with benchmarks for performance naturally undergoing finetuning based on the way addressable platforms deliver unique value.

Successfully quantifying the impact of addressable solutions rooted in people-based identity with Fitbit 

Popular health and fitness technology brand, Fitbit ran a campaign that illustrated this distinction between people-based advertising and cookie-based models.

To measure the difference in ROI between the two approaches, Fitbit launched a campaign to reach its high-value audiences based on the same parameters but delivered either through cookies or via a people-based identifier by leveraging LiveRamp’s Authenticated Identity Infrastructure.

What Fitbit found was that people-based identity gave their marketing team the unique ability to more accurately quantify the impact of marketing and ensure that they would be able to continue measuring business outcomes on the same KPIs. .

In fact, they were able to achieve two times higher return on ad spend (ROAS) compared to third-party-cookie-based  targeting. Fitbit’s cost-per-page-view (CPPV) also decreased by 34 per cent and they saw a 13 per cent increase in their average order value (AOV), proving the efficacy of a people-based strategy.

It’s clear that the adoption of addressability solutions rooted in people-based identity will transform the marketing ecosystem. People-based identity translates to improved addressability. And, when the underpinning identity infrastructure is neutral and interoperable it lends to a healthier, more competitive ecosystem for all, including consumers. When marketers begin to focus on the consumer, rather than only what they know at the device or browser level, they will have more control and gather greater insights.

Case studies like Fitbit’s show that brands can improve business outcomes with the ability to reach addressable high-value audiences by using people-based solutions that are privacy-first, consumer-friendly, and secure.

Please login with linkedin to comment

Fitbit liveramp

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]