People-based media measurement still has a long way to go for marketers.
Nearly 70% of marketing and advertising professionals say they have not yet implemented people-based measurement, according to a study by Acxiom's LiveRamp business, a company that helps marketers use their offline customer customer data for online advertising.
The research also found that 94% of marketing executives say a lack of people-based measurement makes it more difficult to create a complete view of cross-media exposure.
Nearly half of the respondents say they worry about not having the ability to link disparate data sets together, with 48% concerned about not having identity-resolution technology and 42% concerned about not having access to enough offline sales data.
The study, conducted by Wakefield Research, surveyed 500 U.S. marketing and advertising executives for “people-based” measurement, defined as the use of anonymized consumer identity data.
In the next three years, LiveRamp says 56% of respondents plan to increase their in-house analytics capabilities, with 52% planning to invest more in marketing analytics technology.
In addition, the company says 75% of respondents say it will help them improve targeting and/or real-time campaign optimization, while 72% say that it will help them optimize customer and prospect insights and improve product strategy, and/or improve the consumer experience.