DorisRon
Member
Onboarding can't be called a hot trend, because the application of offline data to online sphere is not a new theme. But in this story there are always new coils, which offer great opportunities to optimize advertising campaigns and increase ROI. So, is it possible to achieve an unqualified success, combining online and offline data sources?
Today, you can hear more often that companies invest a lot of money in technologies, which make offline data more accessible. For example, last year DataLogix company bought a marketing firm Spire for $ 45 million, which allowed to match offline customer data with cookies files and create hyper-individual audience segments.
Or here's another striking example: the company Acxiom, one of the leaders in the field of information and analytical services, and database management, acquired LiveRamp platform (the price was $ 310 million), which provides transferof offline data into the Digital environment and creates unique identifiers of consumers.
Google is also not left out: the company bought the instrument vendor for analysis and management of marketing campaigns, online advertising, and automated procurement - Adometry. Among other things, Adometry specializes in tracking of offline conversions.
As you can see, there is a rapid trend. Why do many companies rush to translate the advertising switch into a position where it could be at the same time in «off», and «on» mode?
VALUE OF OFFLINE DATA
The concept of «onboarding offline data» means bridging the gap between what we knew about the consumers online, and the facts that we were able to learn about them offline. Offline data that is data from the POS-systems, the flow of visitors' to physical marketplaces, as well as data for segmentation (age, lifestyle, income, etc.), can often be more valuable than the data obtained in the course of online activity. And all because they are a direct result of the interaction with consumers, in contrast to the same indirect social media and browser cookies.
90% of marketers say that personalized marketing will become a priority for the next few years. --- Teradata Driven-Marketing Survey 2015
More personalized and contextually relevant advertising is important today as never before. For example, we have information according to which John Smith frequently ordered dishes based on black beans and never buys meat. This data can tell an advertiser that Mr Smith, most likely, is a vegetarian. This information allows you to create a promotional product that will be most relevant to Mr. Smith, whom you can demonstrate a host of other products, precluding the use of animal products.
OFFLINE DATA
Data on transactions at points of sale, customer phone calls, names, phone numbers, email addresses, physical addresses, etc. While these data are well suited to traditional marketing segmentation and targeting, they do not satisfy Digital needs and can not determine the consumer behavior.
DATA ON-BOARDING CREATES A COMPETITIVE ADVANTAGE
This process (on-boarding), which is often called «data on-ramping», is the transaction of data collected offline into the digital environment. In other words, it is the transformation of offline data into a tool for digital marketing. Without this transfer of offline data into the digital environment all the hype around big data is useless.
This offline-to-online process is very helpful when it comes to multi-channel marketing. Clients come to the site with smartphones, tablets, desktops, communicate with the brand through social networks, e-mail, via mobile app or come directly to the point of sales. There are many solutions. And the main problem lies in the fact that in the absence of a centralized login from each of the above sources, data and tracking "are broken" in the analytics and through the impact of various marketing platforms.
Data onboarding process which is usually carried out with the help of the DMP, allows you to transferoffline data into the web environment by comparing the digital codes. Mobile applications, for example, are able to identify the code that is associated with the "iron". Individuals, and entire companies can be geo-localized and identified by IP-address. Loyalty cards, e-mail addresses and user names can also help in identifying.
Data onboarding radically simplifies multi-channel marketing, allowing to improve customer service by several times and provide a tangible and measurable results. And it provides an incredibly powerful methodology for understanding the behavior of the client, and which channel is best to use for sales.
HOW IT WORKS
Most brands have a rich CRM database in which there is, for example, the number, the customer contact information, as well as the history of his purchases. These data are the core of any marketing campaign. For example, when a customer purchases at Walmart store, he can be recommended to register as a member of the loyalty program. Whenever a member of the loyalty program buys some product, the information about purchasing comes to the company CRM system. This data can be analyzed to determine which proposals will be the most attractive for a particular client and which media is best used to communicate with him.
CRM or Customer Relationship Management is a software application that is designed to automate customer interaction strategies to increase sales, improve service and optimize marketing through the preservation of customer data, as well as the history of relations with him, to improve business processes and analysis.
CRM database integration using programmatic technology is critical for marketers who want to reach their audience and communicate with it for a long time. Customers provide onboarding-companies with data linked to specific postal and e-mail addresses. Onboarding-companies, as a rule, establish partnerships with several hundreds of sites, on which users login. CRM system is linked with the user's browser. Whenever the client, which is registered in the CRM file, is identified, the match is fixed and a relevant advertisement is shown to him.
CHOICE OF ONBOARDING-PARTNER
When choosing a partner, you need to consider many factors, such as scale, precision, safety, level of expertise, collaboration and speed of execution of tasks. In powerful companies, consumers can bind about 40% of CRM-data to the cookies. Among other things, it is necessary to choose an executor who will not only reliably process data, but also adhere to the standards of confidentiality. Also onboarding-partners should have extensive experience of CRM system operating to conduct sophisticated campaigns and retargeting through various programmatic-channels.
For best results, a company that specializes in data onboarding, should be integrated into most ad networks, DMP and DSP, as well as have the basic tools of evaluation of the effectiveness of the advertising campaign.
When match in cookies is fixed, marketers can use CRM data, using any automated advertising platform. This ensures a deep server-to-server integration. Top onboarding-companies also offer efficiency and are able to update the data in a matter of hours.
Onboarding services opened up a huge opportunity for marketers. For example, targeted advertising campaigns can be focused on specific customers and perspective segments. James Goodnight once said that the key to business success lies in innovations, which, in turn, are born with creativity. And we add that you must not be smarter than others to achieve success. You just need to be a day faster than most in the question of application of new technologies.
Today, you can hear more often that companies invest a lot of money in technologies, which make offline data more accessible. For example, last year DataLogix company bought a marketing firm Spire for $ 45 million, which allowed to match offline customer data with cookies files and create hyper-individual audience segments.
Or here's another striking example: the company Acxiom, one of the leaders in the field of information and analytical services, and database management, acquired LiveRamp platform (the price was $ 310 million), which provides transferof offline data into the Digital environment and creates unique identifiers of consumers.
Google is also not left out: the company bought the instrument vendor for analysis and management of marketing campaigns, online advertising, and automated procurement - Adometry. Among other things, Adometry specializes in tracking of offline conversions.
As you can see, there is a rapid trend. Why do many companies rush to translate the advertising switch into a position where it could be at the same time in «off», and «on» mode?
VALUE OF OFFLINE DATA
The concept of «onboarding offline data» means bridging the gap between what we knew about the consumers online, and the facts that we were able to learn about them offline. Offline data that is data from the POS-systems, the flow of visitors' to physical marketplaces, as well as data for segmentation (age, lifestyle, income, etc.), can often be more valuable than the data obtained in the course of online activity. And all because they are a direct result of the interaction with consumers, in contrast to the same indirect social media and browser cookies.
90% of marketers say that personalized marketing will become a priority for the next few years. --- Teradata Driven-Marketing Survey 2015
More personalized and contextually relevant advertising is important today as never before. For example, we have information according to which John Smith frequently ordered dishes based on black beans and never buys meat. This data can tell an advertiser that Mr Smith, most likely, is a vegetarian. This information allows you to create a promotional product that will be most relevant to Mr. Smith, whom you can demonstrate a host of other products, precluding the use of animal products.
OFFLINE DATA
Data on transactions at points of sale, customer phone calls, names, phone numbers, email addresses, physical addresses, etc. While these data are well suited to traditional marketing segmentation and targeting, they do not satisfy Digital needs and can not determine the consumer behavior.
DATA ON-BOARDING CREATES A COMPETITIVE ADVANTAGE
This process (on-boarding), which is often called «data on-ramping», is the transaction of data collected offline into the digital environment. In other words, it is the transformation of offline data into a tool for digital marketing. Without this transfer of offline data into the digital environment all the hype around big data is useless.
This offline-to-online process is very helpful when it comes to multi-channel marketing. Clients come to the site with smartphones, tablets, desktops, communicate with the brand through social networks, e-mail, via mobile app or come directly to the point of sales. There are many solutions. And the main problem lies in the fact that in the absence of a centralized login from each of the above sources, data and tracking "are broken" in the analytics and through the impact of various marketing platforms.
Data onboarding process which is usually carried out with the help of the DMP, allows you to transferoffline data into the web environment by comparing the digital codes. Mobile applications, for example, are able to identify the code that is associated with the "iron". Individuals, and entire companies can be geo-localized and identified by IP-address. Loyalty cards, e-mail addresses and user names can also help in identifying.
Data onboarding radically simplifies multi-channel marketing, allowing to improve customer service by several times and provide a tangible and measurable results. And it provides an incredibly powerful methodology for understanding the behavior of the client, and which channel is best to use for sales.
HOW IT WORKS
Most brands have a rich CRM database in which there is, for example, the number, the customer contact information, as well as the history of his purchases. These data are the core of any marketing campaign. For example, when a customer purchases at Walmart store, he can be recommended to register as a member of the loyalty program. Whenever a member of the loyalty program buys some product, the information about purchasing comes to the company CRM system. This data can be analyzed to determine which proposals will be the most attractive for a particular client and which media is best used to communicate with him.
CRM or Customer Relationship Management is a software application that is designed to automate customer interaction strategies to increase sales, improve service and optimize marketing through the preservation of customer data, as well as the history of relations with him, to improve business processes and analysis.
CRM database integration using programmatic technology is critical for marketers who want to reach their audience and communicate with it for a long time. Customers provide onboarding-companies with data linked to specific postal and e-mail addresses. Onboarding-companies, as a rule, establish partnerships with several hundreds of sites, on which users login. CRM system is linked with the user's browser. Whenever the client, which is registered in the CRM file, is identified, the match is fixed and a relevant advertisement is shown to him.
CHOICE OF ONBOARDING-PARTNER
When choosing a partner, you need to consider many factors, such as scale, precision, safety, level of expertise, collaboration and speed of execution of tasks. In powerful companies, consumers can bind about 40% of CRM-data to the cookies. Among other things, it is necessary to choose an executor who will not only reliably process data, but also adhere to the standards of confidentiality. Also onboarding-partners should have extensive experience of CRM system operating to conduct sophisticated campaigns and retargeting through various programmatic-channels.
For best results, a company that specializes in data onboarding, should be integrated into most ad networks, DMP and DSP, as well as have the basic tools of evaluation of the effectiveness of the advertising campaign.
When match in cookies is fixed, marketers can use CRM data, using any automated advertising platform. This ensures a deep server-to-server integration. Top onboarding-companies also offer efficiency and are able to update the data in a matter of hours.
Onboarding services opened up a huge opportunity for marketers. For example, targeted advertising campaigns can be focused on specific customers and perspective segments. James Goodnight once said that the key to business success lies in innovations, which, in turn, are born with creativity. And we add that you must not be smarter than others to achieve success. You just need to be a day faster than most in the question of application of new technologies.