Is Your Data Still Working For You
By: Thomas E. Smith (firstname.lastname@example.org)
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“Knowing your Customer” has always been important. What are their first and last names, their street address, apartment number, phone number, email etc.? Marketing effectively to your Customers has always been the goal. Reaching them at their correct address with a relevant direct mail piece, or via telephone for a telemarketing call or at their active email address for a personalized dynamic email, etc. A well-honed, time-tested suite of data management, hygiene and append services are available to achieve this.
Digital marketing via display advertising (banners), IP targeting, etc., while not anonymous, has looser targeting. Targeting at the browser level, for example, on display ads, or “rooftop” for IP’s. Akin to DM at a “household” level before addressable individual information was viable.
“Onboarding” is the process of linking predictive offline data with online attributes, in a digital environment, by matching 1st party CRM data, via a common identifier (i.e. MD5# email encryption), to a 3rd party digital data set, and “activating” that data to support an ever expanding set of data driven marketing use cases:
- Digital audience targeting
- Display Advertising
- Personalized, dynamic, email
- Social media Audiences
- Mobile marketing
- Addressable TV
- Site visit personalization
- Audience insight development for market research, modeling, planning
- Omni channel measurement and attribution
“Offboarding” is the process of taking purely digital targets (abandoned carts or abandoned browse sessions as examples) and “de-anonymizing” them by reversing the onboarding matching process. This is the crossover where the online and offline worlds and their respective targeting strengths, are coming together. There are a number of companies achieving success and gaining traction in this area.
Mass amounts of data, 44 zettabytes in 2016, are proliferating from smartphones, tablets, beacons, IoT devices, etc. Names, land addresses, phone numbers, multiple emails, IP addresses, cookies, in app data, etc. Facebook, Spotify, Pandora, Snapchat, they all offer ad prospects. This massive data has made “Knowing Your Customer” just a little more challenging in today’s omni-channel environment. Connected Consumers now average 8 devices, 1 home, 2.5 email addresses. This hyper proliferation of data sources and devices is driving growth in this space from $250MM in 2016 towards $1BB in 2020. You need to ride this juggernaut, not get crushed by it!
So how do you manage it all? Keep calm and carry on!
Whether you’re keeping your data in an integrated marketing database, DMP, ERP system, etc. Start with the basics; keep your data clean and standardized. Append mobile phone #’s and multiple email addresses. These pieces of data serve not just as outbound channel enablers but as identifiers across media and channels. Use the email hash encryption to link your online data to your source of truth. Use PIN’ing or persistent ID technology to enhance your abilities in recognizing and linking individuals across multiple permutations of name, address, online/offline data source, etc. You may have challenges if your data resides in different, silo’d platforms across your CRM, Media, Digital and Marketing departments. Just keep your end in mind and stay at it. Address it strategically in simple, logical steps. Append your data, model your data, extend your reach. Develop your individually based Identity Graph to suit your specific marketing use case. Please contact us if we can help.