For marketers, the battleground for customers has never been so competitive, or so complicated. Consumers now interact with your brand across a dizzying number of channels, touchpoints and devices.


Marketers must embrace a paradigm shift: They must stop targeting personas and start targeting people. People-based marketing is the ability to identify customers and prospects across channels and devices so you can deliver more relevant -- and effective -- messages.


But if you want to deliver on a people-based marketing strategy, you must use people-based measurement. People-based measurement helps companies shift from a brand-centric, top-down approach to a customer-centric, data-driven approach. It unites the unique profiles of your customers and prospects with tactical marketing performance, so you can optimize marketing and advertising performance by audience segment.


Download this white paper from Visual IQ to get a wealth of advice from eight experts on why the need for people-based measurement is so great and what they would recommend for marketers who want to embrace it.

header

Get best practices for embracing a people-based approach.

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.