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Online behavior tracking has been successfully employed for nearly a decade, but its tools do not uniquely identify users, and rightfully so. Tracking was only designed to group users into audience segments; for example, golden retriever owners who live in San Francisco, CA, or baseball and wine enthusiast females in their 30s who live in Seattle, WA.
Of course, certain laws restrict combining offline data sources with online user behavior tracking. Therefore, how do brands get to know users individually, rather than as one of many in an audience segment?
Require a social network login to access your website. You request permission to access visitors’ social profiles and, when approved, you’ll have an opportunity to build a wealth of knowledge on the individual user. Learn about their hobbies and interests, friends, likes, age, marital status, places visited and alma mater. And the best part is that your users have consciously opted to share this information with you.
