Fragmented media and rising costs create unprecedented challenges for today’s marketers. To overcome these obstacles, brands must leverage smarter, data-driven strategies to effectively identify and engage their next best customers.
At CiG, we believe that smarter decisions come not from just adding more data sources, testing more channels, or adding more tech—too often, this just increases complexity and decreases overall ROI. Smarter decision-making capabilities come from simplifying processes and prioritizing solutions that address multiple challenges simultaneously, increasing productivity.
It’s time to ask, “Is there a better way to find potential customers at scale?“
The answer is ‘Yes,’ and it starts with reframing identity and identifiers and looking at data-driven marketing beyond digital targeting solutions.
The Challenges with Current Audience Prospecting Solutions
Much of the industry has been consumed by debates about cookie deprecation and alternatives. But beyond cookies, consumers are becoming increasingly aware of their role in managing their data privacy.
This heightened awareness is reflected in their adoption of tools and technologies designed to shield their digital footprints—be it antivirus software, ad blockers, or privacy-focused web browsers and search engines. As these tools become more prevalent, traditional methods of tracking and targeting, such as using email addresses to follow customer behaviour, face growing obsolescence.
This shift has resulted in some marketers investing in solutions like identity graphs, data clean rooms, and consent management platforms (CMPs). These innovations can be effective, but they often come with prohibitive costs, and operational complexity, lack scale, and continue to focus on the bottom of the marketing funnel.
And here’s the reality; most of these solutions are not well-suited for Canadian marketing teams.
- They often fail to align with Canada’s stricter privacy regulations
- They are prohibitively expensive for smaller organizations
- They add unnecessary complexity to already overburdened workflows.
At CiG, we propose a simpler, more effective alternative—leveraging the household as a key omnichannel identifier, allowing full funnel targeting to drive smarter customer acquisition.
The Household as a Privacy-Compliant Identifier
Today’s consumers interact with an expanding array of devices—from smartphones and connected TVs to fitness trackers and digital assistants—generating an enormous amount of data. This data is scattered across countless touchpoints, and piecing together fragmented user profiles not only requires sophisticated data aggregation techniques but also encroaches on user privacy.
Using the household as a key identifier provides a universal and privacy-compliant way to link consumer data across online and offline touchpoints. Unlike device-centric marketing, which is often unreliable and fraught with privacy concerns, a household-based approach delivers precise targeting while adhering to Canadian data privacy standards.
By aggregating data at the postal code level and focusing on anonymized information, CiG’s intelligentVIEW ensures compliance with Canadian privacy laws while providing actionable insights. This privacy-first approach builds trust with consumers and equips brands with the data needed to drive meaningful engagement, all while minimizing risk.
The Household as a Unified, Persistent Identifier
In addition to being privacy-compliant, households serve as unified, persistent identifiers in an increasingly fragmented landscape.
CiG’s intelligentVIEW platform uses the six-digit postal code and Identifier for Advertisers (IFA) to bridge offline consumer data with online media channels. This integration addresses the challenge of siloed data sources, allowing for a more cohesive understanding of consumer behaviours and preferences.
Household-centered methodologies allow brands to cut through the noise, identify high-value opportunities, and deliver highly relevant campaigns that resonate with their target audiences. By focusing on households, marketers can ensure that their campaigns target the same audience seamlessly across multiple platforms, enhancing the effectiveness of their marketing efforts and ensuring consistency in consumer engagement.
Plus, unlike other prospecting solutions where scale and coverage are an issue, intelligentVIEW achieves 100% coverage of Canada Post residential points of call by focusing on the household. We also cover more than 93% of those households digitally with IDFAs at the six-digit postal code level.
Transform Your Audience Prospecting with intelligentVIEW
intelligentVIEW is Canada’s only all-in-one audience prospecting platform, offering you one solution to acquire your next best customers.
Choose intelligentVIEW for a smarter, more future-proof approach to prospecting audiences and acquiring customers. By anonymizing all data at the postal code level and using the household to target audiences, you will always be on the right side of privacy.
Curious to see how intelligentVIEW can enhance your efforts in identifying and engaging the right prospects? Request a sample report today and gain insights into how our platform can help you pinpoint potential customers and understand them on a deeper level based on their online and offline behaviours.