Marketing technology is growing and creating unprecedented opportunity to reach consumers in more ways across more devices and with more significant impact. Each application you use creates a silo of consumer data, which would mean that some of your valuable consumer data may go untapped, resulting in poor customer experience and in some cases lost opportunities.

Data onboarding addresses this complexity by creating a seamless experience for everyone, especially your target market. It is the process of uploading offline consumer data to an online application and match it with online digital ID’s.

Data Onboarding

Data onboarding is transferring local data to an environment online. It’s basically using offline information for the purpose of creating online profiles for digital marketing campaigns. Here is a quick guide on data onboarding process:

Uploading

You upload the information to a third party platform. The data you upload will be secured as they are anonymized through a hashing process.

Matching

The data you upload are then matched to digital ID’s to create a more meaningful customer profile.

Activation

In this process, marketers are now able to create segments of the addressable market and target consumers accordingly. Even questions like how to explain addressability are answered through the activation process.

Business Applications of Data Onboarding

1. Helps Your Marketing team

According to experts, marketing with precision can deliver a 60% increase in returns on investment on your marketing budget. That being said, data onboarding can substantially improve your marketing strategy. Having access to this kind of data will help your marketing team do the following:

  • Grow your market through look-alike marketing – This is a strategy of targeting consumers who share the same behavior of your existing customers.
  • Perform marketing channel assessment – Your marketing team will get to see which marketing channel performs best and stop putting effort to channels that perform poorly.
  • Increased targeting – They are able to create personalized ads for specific market segments.
  • Improved conversion rates – A conversion rate is the percentage of visitors that purchased your products. Having the right audience for your campaigns can increase your conversion rates.

In the past, it was difficult to measure the impact of digital ads on offline purchases. However, through data onboarding, marketers are able to get a full picture of the customer purchase journey and create meaningful ads for their target consumers.

2. Improves customer experience

Consumers are now more demanding than ever, and they expect brands to offer personalized experiences at every touch point. They expect businesses to be where they are in terms of the sales funnel, be it in the consideration stage or the buying stage. A proper data onboarding process will help you deliver the right experience to the right customer.

But, data onboarding starts with how you gather information from your customers. Here are three steps to help a business get the most out each customer engagement:

  • Get more data into the system – Most data onboarding services will use a customer’s email to match it with their digital ID. Email is a good starting point, but try to ask for more details like address, mobile number, and their full name. Doing so will help your offline data match more records.
  • Push for quality data – Not all data you get from the customer should be recorded. Create a data management program to help you update existing customer profile, delete duplicate information and verify email addresses. If you put in garbage, you can’t expect to get a diamond.
  • Take advantage of each touch point – More than having data on your customers, be sure to take advantage of each touch point by asking them if they need to update any information. Make it easy for your consumers to update their information online as well.

Personalized experiences show your customers that you care and that you are intentional. Data onboarding is all about providing relevant content to your customers — for example, an e-commerce website that provides product recommendations to its users based on their data and behavior.

Conclusion

In data onboarding, you’d be able to leverage your CRM data, your sales data, and other sources of customer insights. With every data connected you are now able to tap into all data insights, you can refine targeting for the marketing team, and offer a more personalized customer experience at all levels.

More importantly, it helps you measure your digital marketing efforts on offline store sales and analyze cross-device purchase behavior. Through data onboarding, you can simplify multi-channel marketing and deliver more measurable results.

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