People-based marketing sounds like something that should be easy and obvious. After all, isn’t all marketing “people-based”?
As it turns out, no. A lot of marketing is cookie-based, device-based, or bot-based. For brands to reach consumers as people requires more. It requires a core, universal identifier that ties the person to all this data, both online and offline, and some pretty serious hardware to make sure that data is clean and leveragable.