As email, postal and other marketing channels flood consumers with messaging, brands struggle to meet the highly complex expectations of their hyperconnected customers. Today’s consumers demand more personalized, optimized and unique experiences. While the process known as data onboarding isn’t new, it’s still growing in popularity within the world of marketing.
Data onboarding enables marketers to integrate offline customer data with online identities to target customers across multiple channels and devices — e.g., display, mobile, email, social and addressable TV. To remain competitive, marketers need to include data onboarding as part of their marketing strategy and planning process.
Extend Reach and Targeting Capabilities Online
With data onboarding, marketers can take their offline CRM data sets (purchase, loyalty, behaviors, point of sale, etc.) and convert them into a holistic digital audience for online targeting. Once a CRM list has been onboarded, marketers can effectively target a customer anytime, anywhere, across all devices. Without data onboarding, personalization and optimization is not effectively attainable.
Better Understand Who Your Customers Are
Data onboarding is breathing new life into the millions of dollars retailers invest in their CRM systems. Most marketers map their offline CRM records against a robust database of demographic, lifestyle and purchase data to gain a 360-degree view of each customer. Armed with this detailed customer information, marketers can separate this data into specific online segments that can then be easily targeted.
Track the Online Customer Journey From Start to Finish
CRM onboarding also paves the way for closed loop marketing. Using unique IDs, retailers can track customer engagement from online campaign interactions through final purchase. Marketers can gain insights about the entire customer journey and then use those insights to create hyperpersonalized and engaging experiences. Customer journey analysis is now considered the most valuable conversion rate optimization measurement method, according to eConsultancy.
With data onboarding, marketers can use the wealth of their CRM data in online advertising to gain greater consumer insight, develop stronger campaigns, and use that knowledge to create personalized experiences that every consumer craves.