The People Platform Becomes Numetrix as Consumer Behavior Takes Center Stage

The People Platform, part of Stagwell’s The Marketing Cloud, has a new name. The company is now Numetrix, reflecting its growing focus on consumer behavior and location intelligence.

The idea behind the change is pretty straightforward. Marketers have plenty of data about who their customers are and what they say they want. Numetrix is focused on adding another piece to that picture: what people actually do.

For George Brady, CEO of Numetrix, that distinction is becoming increasingly important.

“Consumer behavior is dynamic and very context-driven,” Brady said. “Someone may identify as a particular demographic segment, but their actual behaviors and purchase decisions can vary based on location, time of day, occasion, mobility patterns, competitive proximity, and the experiences they have along the way.”

That can leave a real gap between stated preferences and actual behavior.

Numetrix brings consumer research together with behavioral and location intelligence to help brands, advertisers, media owners and Retail Media Networks get a better understanding of that behavior. The company uses geospatial technology, location-based research, AI and first- and third-party data to look at how people move, where they spend time and what may influence the decisions they make.

“By connecting audience understanding with behavioral and location intelligence, brands can move beyond static profiles and develop a more complete view of the consumer journey, how people move, engage, evaluate, and act in the real world,” Brady said.

There are also some interesting implications for media planning.

For years, one of the basic questions has been, “Who is the audience?” Brady says behavioral and location intelligence allows marketers to go further. Where does that audience spend time? When are they most receptive? What environments influence them? What behaviors may signal intent? And how does all of that ultimately connect to a business result?

“Behavioral and location intelligence are shifting media planning from a primarily demographic exercise to a more contextual, journey-based discipline,” he said.

That information can be used across digital, mobile, social, connected TV, out-of-home and in-store retail media. It can also help marketers look at what happens after someone is exposed to a message, including visitation, consideration, conversion and repeat behavior.

“Behavioral and location intelligence can improve audience prioritization, inform geographic investment, optimize timing and frequency, and strengthen measurement,” Brady said. “The result is media that is not only better targeted, but better connected to how consumers actually live their lives and make decisions.”

The move to Numetrix also fits into the broader direction of The Marketing Cloud.

“As businesses seek a more complete understanding of consumer behavior, solutions that connect research with real-world intelligence are becoming essential,” said Elspeth Rollert, CEO of The Marketing Cloud. “Numetrix strengthens our portfolio with a differentiated offering that helps customers make smarter decisions with greater confidence.”

For marketers, there is a simple point behind the new name. Demographics can tell you who someone is and research can tell you what they say. Behavioral and location intelligence can add another important piece: what they actually do.