Katie Morse, VP, Digital Marketing, Nielsen

Create Loyal Customers with People-Based Marketing

  • Learn from the data your customers are sharing (or not sharing) with you, and use those patterns as a baseline when building your people-based marketing and measurement strategies.  
  • Understand the customer experience from all angles and share those learnings with every relevant team.  You want each group that a consumer interacts with inside your company to understand how they contribute to the overall customer experience with your brand.

“Instead of considering customer preferences as a barrier, create the strategy with your customer at the center and make sure every plan follows that guiding light.”

As sophisticated a practice as people-based marketing is, it’s also a powerful reminder of a basic truth: Customers are the lifeblood of any business. That means customers should also be at the center of a brand’s strategy for people-based marketing and measurement, says Katie Morse, vice president, digital marketing, at Nielsen.  

This is an excerpt from 8 Experts On How to Measure People-Based Marketing Impact. The eBook was generously sponsored by Visual IQ.