Beyond the Individual: Why Household-Level Identity Matters in the Identity Graph

In today’s data-driven marketing world, understanding your customers is key. But a single customer ID often paints an incomplete picture. That’s where a household identity graph comes in – a powerful tool that connects various data points to create a holistic view of your audience.

However, many identity graphs focus solely on individual consumers. While valuable, this approach misses a crucial piece of the puzzle: the household. Here’s why identifying consumers at the household level should be an essential part of your identity graph strategy.

Household identity graph helps reach the whole family.

1. Unveiling Shared Purchasing Power: Imagine a household where two adults with separate IDs make purchasing decisions together. By only seeing individual profiles, you miss the combined spending power and shared interests of this unit. Household-level identification allows you to tailor marketing campaigns that resonate with the entire household, maximizing the return on your investment.

2. Targeting the Right Products & Services: Do your products cater to families? Identifying households lets you understand the age ranges and needs of everyone within the household. You can then craft targeted offerings that address the specific requirements of a family unit, leading to more relevant and effective marketing.

3. De-duplication and Budget Optimization: Multiple devices and logins within a household can create duplicate customer profiles. Household-level identification helps eliminate these duplicates, ensuring your marketing budget reaches real people in the households you are trying to reach, not inflated numbers.

4. Building Long-Term Relationships: Understanding household dynamics allows you to build stronger customer relationships. You can tailor loyalty programs, subscriptions, and even content recommendations to the entire household, fostering long-term brand engagement.

Integrating Household Data into Your Identity Graph:

At BDEX, we have mastered the art of identifying households. In fact, our identity graph links back to over 82 million individual households across the entire US. Our identity graph licensing and API are 2 ways you can integrate household data into your ID graph.

The Power of a Complete Picture:

By including household-level data in your identity graph, you gain a richer understanding of your customer base. You can personalize marketing messages, optimize budgeting, and build stronger customer relationships. In today’s competitive landscape, leveraging the power of the household is key to unlocking a new level of marketing effectiveness.