When it comes to relying on probabilistic data, new research shows that marketers may be better off opting to launch people-based campaigns instead.
Viant recently conducted the “Power of the People” report to learn more about which types marketing campaigns yield the best results. Ninety percent of respondents said that they see improved performance with people-based marketing, compared to cookie-based, probabilistic campaigns. In fact, 64 percent stated that they believe the industry will stop relying on probabilistic data within the next 12 months to two years.
When it comes to using probabilistic data, 49 percent of respondents claimed that it often results in ineffective targeting.
“With a people-based approach, marketers can develop relationships with audiences that are built on a foundation of accurate insights, shifting away from the cookie’s unreliable, probabilistic approach to a more efficient, first-party deterministic approach,” wrote the authors of the report.
Utilizing Data to Gain Additional Marketing Insight
In some cases, it’s what marketers do with their data that translates into better ROI. “The 2018 Global Data Management Benchmark Report” from Experian recently shed light on how some marketers are utilizing data to gain more customer insight.
A total of 52 percent of respondents at the time said they believed data and analytics would provide “a key source of opportunity in the coming years.” The majority (61 percent) said it was enhancing their relationships with customers, and 59 percent said it was giving them better insight for decision-making.
In the future, 52 percent of respondents said they would like to maintain high-quality data to increase their efficiency.