Probabilistic methods allow for personal campaigns while ensuring anonymity.
Probabilistic methods, use a data science approach to take a variety of signals across multiple channels to build user profiles with anonymous data, and they can increase scale by predicting behaviors of users based on similar known users. With the multitude of devices and touch points for companies to compile data from, probabilistic methods have evolved past the point of only tracking cookies. With privacy being a huge concern in today’s data-driven world, probabilistic methods allow companies to create holistic customer profiles and target their desired customer segments without requiring the use of identifying information.
Along with specific, yet anonymous, customer data under their belts, companies now need to ask how to best leverage the data they have access to. Marketers need to be focused on scale and accuracy, and the key to this is the amount of data a company has access to and how it’s used.