Use data to better understand people so marketing is no longer an interruption but a conversation.

1. The People-Based Marketing
Strategy
Optimize campaign success with humanized data.

2. 01
Introducing: People-Based Marketing
In an ever-evolving technological world, it’s more
imperative than ever to adapt our marketing practices to
the rising generation.
The marketing world is shifting its focus from quantity to quality. To stay relevant in
today’s industry, fuel your campaign with a humanized approach.
People-based marketing gives a deeper insight into how
to reach the individual behind the screen. Whoever your
audience may be and whatever device they may use,
utilizing people-based marketing will revolutionize how
you target your consumers.
The increasing focus on a humanized approach to
campaign delivery has shifted to what marketers should
be paying close attention: the people. It is now possible to
have a campaign that reaches individuals where they
want to be reached.
Distributing mass campaigns to a large array of
individuals has become a thing of the past. By
deterministically matching each device to a specified
person, you will open up your business to a plethora of
information about each of your specified target audience
members.
Put people at the heart of your marketing initiatives.
People-based marketing has the power to reach
individuals and instill a marketing message in a way that
the solely data-driven era has never done before.

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The evolution of digital marketing.
Marketing has always put a great deal of emphasis on numbers and data. The thought process behind it makes sense –
reach the most people and collect the most data to achieve high ROIs. What this process fails to recognize, however,
is what these numbers and data points represent.
Each email address, IP address, phone number and
cookie represents a real person. Each piece of data tells
a story about a person’s journey through their online and
offline behavior. All marketers have to do is learn how to
understand it.
People-based marketing emphasizes the human elements
in data. This revolutionary concept allows markers to
customize media plans for each individual.
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4. thebridgecorp.com The People-Based Marketing Strategy/Approach
Leverage offline data.
Offline data is one of three foundational elements
necessary for building an intricate people-based
marketing plan.
When combined with online consumer information and mobile identification
intelligence, marketers can enable offline data to build unique audience profiles.
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Traits include, but are not limited to:
• Age
• Gender
• Religion
• Race
• Occupation
• Marital Status
• Household Income
• Town
• Zipcode
• Interests
On its own, offline data is powerful. For years,
advertisers relied on segmenting customers primarily
on the basis of offline data. Email marketing thrives
on sending to a certain selection of consumers who
make up a target audience.
As powerful as it can be alone, the significance of
offline data is amplified when layered with online
information and mobile identification data.
Each time a consumer ties an email address to a
website or an in-store consumer loyalty program,
his or her buyer behavior patterns can be tracked.
Marketers can leverage these data points to
determine demographic, geographic, and
psychographic traits.

5. thebridgecorp.com The People-Based Marketing Strategy
Opening email, shopping online, web surfing and
checking social media all occur on a desktop and are
all potential touch points for your next ad campaign.
Track on desktop:
• Open-rates
• Email opens
• Website visits
• Purchase history
• Form submissions
• Etc.
Without knowing how your consumers prefer
to access media, you cannot properly target
them with an appropriately placed ad.
For example:
The majority of people in the workplace use a computer on a
daily basis to accomplish tasks and browse the web. Placing
ads amongst company email lists, on business-related news
websites and on frequently visited pages will reach your specific
target audience.
Online shopping on a desktop has become
the norm because it's the most efficient
route to purchase. By tracking individual
purchase history and online store visits to
place ads accordingly, you are optimizing
your online data.
Gather online information.
Collecting data about your consumers’ cross-channel
habits is essential to implementing a successful people-
based marketing strategy.
A demand-side platform is one way that allows your business to collect online
information. DSP technology garners comprehensive information about online
consumer behavior and utilizes individual profiles to optimize display ad placements.
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Build a mobile data warehouse.
Consumers are spending more and more valuable time
on their mobile devices every year.
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By collecting mobile identification analytics, savvy
marketers can add more intelligence to their data
warehouse.
One way this task can be accomplished is by analyzing SDK software
metrics. App developers use an SDK as a framework platform to build
their programs. When a consumer downloads an app, they are typically
required to “opt-in” to the app's terms and services. This agreement
enables companies to not only see user behavior on their particular app,
but also across the device - a key part of people-based marketing.
For example, with SDK integration, businesses can see not only app
activity, but also what other apps the user has installed on the device.
This helps create unique audience profiles. Developers have the
opportunity to discover in-depth persona traits about their users. Does
this app attract photography lovers? Fashionistas? Gaming mavens?
This wholesome and collective view of the consumer can be achieved by
tracking behavior and preferences across the device that is at their
fingertips all day long.
Digital users spend upwards of
4.7 hours per day on their
mobile devices every day.
The average person looks at his
or her phone 46 times per day.
70% of the world’s population
has access to a smartphone.

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DSP
OFFLINE
DATA
@
via Email via Social via Display
SUSAN EMILY JANE
MARKETING
INTEL
ENGINE
With the right
mixture of data
branching from all
platforms, it is
possible to create
a hyper-targeted
campaign that
reaches users
individually, on
the channel they
prefer.
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ONLINE
DATA
SDK
MOBILE
DATA

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Create a custom audience.
Once you collect online, offline and mobile data,
deterministic device ID matching is the final missing
puzzle piece that you need to turn information into
intelligence.
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Deterministic ID matching bridges all of the individual
data components together. Essentially, it uses email
addresses tied to mobile device IDs to identify unique
individuals engaging across multiple devices.
Deterministic device ID matching is more people-focused
than probabilistic device ID matching because it relies on
verified personally identifiable information – email
addresses. Probabilistic matching uses algorithms to
“probably” identify unique individuals, whereas
deterministic matching eliminates all uncertainty.
Users are no longer simply a collection of data points, but
rather targetable people with rich consumer profiles full
of specific characteristics. This intelligence can be truly
invaluable to marketers.
Building a Custom Audience
• Lives in 07653
• Works in Law Enforcement
• Married with two kids
• Values time efficiency, quality, and utility
• Accesses email daily from mobile device
• Activity high on business related sites
• Recently downloaded CNN app
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custom profile

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Talk to people, not data points.
Up to 40% of all online mobile ads are potentially fraud.
Online bots serve false ad impressions across the
Internet, increasing inaccurate ad exposure.
Your online reputation, marketing budget, and resource productivity can all suffer if a
mass campaign is exposed to one of these fraudulent bots.
People-based marketing cuts out fraud by ensuring that the people you are reaching are real. By deterministically
linking real people to mobile device IDs, you know you are targeting real, verified users. Cutting out fraud in this way
provides a big win for both advertising and sales teams.
Fraud is a huge part of why advertisers may be wary of your services. Put their minds at ease by using verification
technology that ensures you are reaching active users, not bots.

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Reach people where they want to be reached.
We live in a world that is saturated with all sorts of
technology. Collecting data on your target audience is
the first step to hyper-targeting your reach and
narrowing down where and when you place your ads.
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Women ages 35-45
living in suburban area.
Susan values staying up to
date with the news and
constantly refreshes her
email throughout her day.
Emily is all about staying
connected. She gets all her
latest updates through her
social media accounts.
Jane spends her workday brows-
ing her favorite home furnishing
web pages on the Internet from
her desktop computer.
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EMAIL SOCIAL DISPLAY
People-based marketing focuses on the
individual - the face behind the screen. Layering
data from online, offline and mobile sources
makes it possible to create a campaign that is
personalized to your audience’s preferences and
media consumption habits.
Everyone has an outlet that they favor
when checking their email, and social
media accounts. By exposing yourself
to this information, you can better
adjust where you are placing ads for
that user. You no longer need to “batch
and blast.” Why waste your budget on
ads that will never be seen?
By using extensive data collection and a
combination of techniques to truly
understand each and every one of your
consumers, you will have the knowledge to
build a smarter campaign that is
streamlined for success.

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Campaigns as unique as your consumers.
A people-based marketing approach allows you to
understand that each individual in your target audience
frequents digital platforms differently, has unique
interests and lives a different life.
Focus your campaign on the people you are looking to reach. By building individualized media plans tailored to each
unique audience member, your campaign will be seamlessly delivered to the channel in which each individual user
frequents most.
This is what sets people-based marketing apart from the approaches to which marketers have become
accustomed. With an exponentially increasing focus on actual humans who read your advertisements, you need to
be 100% certain that your campaigns are exactly what your audience would want to see.
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12. thebridgecorp.com The People-Based Marketing Strategy
With deterministic device ID
matching, every impression,
every click, every conversion can
be tied back to one identifiable
consumer with a rich profile full
of actionable data.
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Bring the campaign full circle.
With a humanized mindset, your campaigns don’t stop at the
delivery point. Real-time reporting and tracking is imperative
in enhancing the future of your marketing campaigns.
People-based marketing opens your
company up to an entire suite of reports
that illustrate what your consumers are
clicking on and how they are reacting,
broken down by each channel. By taking
the comprehensive information gained
through this humanistic approach to
marketing, you’ll be able to evaluate every
aspect of your campaign.
After your campaign has run, you can
use the evaluative data to make your next
campaign that much stronger. The
people-based marketing approach is a
cyclical process that improves upon itself.
The more you use these strategies, the
richer your insights become.

14. thebridgecorp.com The People-Based Marketing Strategy
Don’t just infer-know.
Being smart in the ways you
deliver media allows you to
formulate insights each step of
the way. Don’t just gather data
points-listen.
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15. thebridgecorp.com The People-Based Marketing Strategy
People-Based Marketing Glossary
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Demand-Side Platform (DSP):
Demand-Side Platforms provide centralized
(aggregated) media buying from multiple
sources including Ad Exchanges, Ad Networks
and Sell Side Platforms, often leveraging
Real-Time Bidding (RTB) capabilities of said
sources. A demand-side platform often has
extra features including: reporting, budget
management, frequency tracking and more.
Since the DSP is on a central user, all of the
different features are easily accessible from
one central point.
Individualized Media Plan:
Bridge’s new people-based marketing
platform allows our clients to deterministically
link email addresses to device IDs in order
to identify unique individuals. We combine
offline data with online data from our DSP and
mobile data from our SDK to create individual
profiles for each audience member. We score
the audience members on their propensity
to respond and determine which channels to
serve them media in based on their
engagement behavior. Each audience
member will be served a unique media plan
specifically for them in the channels in which
they are most likely to respond. Individual
media plans give the advertisers the
opportunity to reach their audiences where
they want to be reached, where and when they
are most likely to engage.
Deterministic Device ID Tracking:
Deterministic tracking involves recognizing
personally identifiable information (PII), like an
email address, when it is used across multiple
devices to log into apps and websites, and
using the PII to identify one unique user
across all of those devices.
Probabilistic Device ID Tracking:
Probabilistic tracking is a type of cross-device
ID tracking that involves algorithms. The
probabilistic method tracks billions of
anonymous data points from multiple
different elements tied to digital use, and then
applies algorithms to identify one probable
user engaging across more than one device.
Fraud:
Ad fraud is the practice of serving
advertisements that have no potential to ever
be seen by a human user. Advertisers waste
money when they pay for impressions that
are actually being served to bots or other
illegitimate users. People-based marketing
eliminates ad fraud by deterministically linking
email addresses and device ID’s to ensure that
all ads are served to real, verified users.
Software Development Kit (SDK):
An SDK is a set of programs used by an app
developer to write device application
programs. Essentially, an SDK serves as a
framework for developers to build upon. When
an app developer integrates our SDK, Appjolt,
into their app, we have the ability to collect
email addresses that consumers use to sign
up for the app with, in addition to the unique
device IDs tied to those email addresses.

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For More Information on
People-Based Marketing
Email: sales@thebridgecorp.com
Phone: 800.495.4770
Site: www.thebridgecorp.com
As a company, Bridge aims to be human, evolving, accessible and inherently interesting. Our team
is at the heart of these beliefs. We are committed to being first to market with the technologies and
systems that solve today’s marketing trends. Our data - also human, evolving, and inherently
interesting - is just an extension of our company’s values. It has the power to connect, convert and
exceed your marketing objectives.