In the era of personalization and data, the people-based measurement emerges as a necessary evolution from traditional audience analysis methods. This approach not only focuses on the volume of interactions or impacts, but on who is behind the datahow he/she acts and why he/she makes specific decisions. Instead of counting devices, this methodology puts the individual at the center, allowing for a richer interpretation, strategic and useful of reality.

Companies that adopt this model, such as ENIGMIAnot only do they understand their audience, but they are one step ahead. interact with it in a more human, accurate and effective manner.

From mass data to human data: what does it mean to measure people?

Unlike traditional metrics systems (impressions, clicks, cookies, etc.), the people-centered measurement identifies actual users and analyzes their behavior from multiple perspectives. The goal is no longer to know how many devices are connected, but rather to know how many devices are who does it, how they behave, from what context and what decisions they take.

This allows:

• Determine the actual frequency of exposure to one message or content per individual.
• Avoid duplication and overestimates in the scope.
• Analyze behaviors in multidevice and cross-media contexts.
• Design campaigns and strategies focused on real habitsnot in general estimates.

This paradigm shift responds to an increasingly demanding market, in which the quality of the data is more important than quantity.

Why is people-based data more valuable?

When we understand that behind every number there is a person, the rules of the game change. The person-based audience data offer multiple strategic advantages:

• Demographic accuracyYou can create profiles segmented by age, gender, location, interests and other real attributes, without relying on cookies or anonymous estimates.
• Route analysisIt allows to study how the same person interacts in different channels (TV, social networks, physical events, digital platforms).
• Real CrossmediaIntegration of online and offline media consumption to obtain a complete behavioral map.
• Efficient planningHelps to make more informed decisions in marketing, communication and product development.
• Post-cookie measurementIt is an effective solution in a scenario where the end of third-party cookies forces the search for models focused on consent and transparency.

This type of data is acciónablenot only reports, but also drives decisions with direct impact on results.

How a people-centered measurement system works

A measurement model person-centric combines technology, advanced analytical methodologies and an integrated view of human behavior. It is based on several technological and process layers, including:

• Representative panelsUser groups that allow to measure habits on a continuous basis, extrapolable to larger audiences.
• Multi-device recognitionAbility to track the behavior of the same user in different environments (mobile, desktop, television, physical spaces...).
• Offline and online data integrationUnify physical (such as event attendance) and digital (web browsing, social media) touch points.
• Informed consent systems: Legal privacy frameworks such as the GDPR are respected, with data obtained in an ethical and transparent manner.

Thanks to the AI and machine learningThese systems not only collect data, but also interpret, predict and transform it into useful information for decision making.

ENIGMIA and its methodology: from events to people-based strategies

ENIGMIA applies this logic from a practical approach, connecting technology with the reality of the behavior of people in physical environments. His expertise in events, commercial spaces and urban analysis allows him to offer a 360º view of audiences.

Its capabilities include:

• Real-time behavioral mappingTracking of people flows and mobility patterns through AI.
• Digital and demographic profilingAnalysis of provenance, interests and digital behavior to design more effective strategies.
• Predictive analyticsAnticipation of behaviors and needs to optimize resources before problems arise.
• Strategic visualizationVisual and actionable insights that enable agile and informed decision making.

This approach applies to sectors such as:

• EventsAccess control, exit flows and attendee profiles.
• RetailUnderstanding of routes, hot spots, leakage points.
• InfrastructureImproved urban mobility, access to transportation or congestion management.
• TourismOvernight stays and traffic analysis to optimize the offer.
• Others.

► You may be interested in: People counting system. How it works and everything you need to know

What should a good people-based measurement system have?

Before implementing such a solution, there are critical factors that must be evaluated to ensure its success:

• Legal complianceEspecially in Europe, complying with the RGPD and other regulations is mandatory. It is key that personal data is protected.
• Integration capacityThe system connects with existing platforms (ERP, CRMs, dashboards).
• ScalabilityIt should grow with the business without the need for costly migrations.
• Technical support and maintenanceThe supplier must offer after-sales service and strategic support.
• Visualization and reportingThe information must be translated into dashboards that are understandable to non-experts.

With these elements, any company can convert its data in high-impact decisions.

Trends in people-centered measurement

The future is clearly aligned with the model person-centric. Some trends leading the way are:

• Predictive analytics with AIModels that not only describe, but also anticipate behavior.
• Cookieless systems: Privacy-friendly technologies that do not require third-party cookies.
• True omnichannelFrictionless integration of physical and digital touch points.
• MicrosegmentationIncreasingly targeted audiences, with highly personalized messages.
• Ethical measurementTransparency, user control and revaluation of consent as the core of the strategy.

ENIGMIA is positioned as a key player in this scenario, providing tools capable of transform the way brands understand their audience.