July 31, 2017 – Forrester White Paper: If You Only Use Onboarding For Ad Targeting, You’re Doing It Wrong

Why read this report?
Customer data onboarding is a well-accepted marketing practice, and commercially available onboarding solutions have been available for several years. But as digital marketing becomes more complex, dynamic B2C marketers need to understand how to maximize the impact of their onboarding investments.

Key Takeaways:
Onboarding Is About More Than Targeting Ads
targeting customers with digital media is the most straightforward and common application of onboarding, but it can do so much more. Savvy B2C marketers will also leverage onboarding to support measurement and personalization use cases.

Onboarding Is Not A Simple Process
Standard onboarding looks like a basic data matching exercise, but it obscures a complex process. B2C marketers must tune their onboarding processes for speci c use cases and carefully monitor matching, accuracy, and scale metrics.

B2C Marketers Can Control Their Onboarding success
responsibility for onboarding success does not rest solely with vendors. B2C marketers that invest resources in the completeness and quality of customer data will see improved onboarding results.

About Forrester:
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 675,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.