The Importance Of Accuracy
To properly execute 1:1 marketing, the data and methodology you use to individually identify customers MUST be accurate. If it isn’t, you’ll risk sending the wrong messages to customers at the wrong time. Not only is this annoying to customers, but also quite costly to brand marketers.
The best methodology for establishing customer identity is to be data-centric and deterministic. This requires using data from a wide range of sources, such as email addresses, postal addresses, mobile numbers, mobile ad identifiers (MAIDs), cookies, and many others.
For brands to utilize an ID graph, it’s essential to work with a provider who will cleanse customer data, not just rush things through and match to the graph. A brand’s data is compared to the ID graph as an external truth set, to validate, de-dupe, and repair data, resulting in a true single customer view. Then, the ID graph serves as a Rosetta Stone to match to digital IDs, enabling reach and visibility across all channels, even when individuals are browsing anonymously online.
When direct, 1:1 data matches are made against a quality source, brands can be sure of peak accuracy, meaning their marketing messages will be delivered more accurately too.
The rate at which customer data is matched – the “match rate” – depends heavily on a steady flow of multi-source data. An ID graph provides a constant stream of such data in order to dynamically validate a brand’s prospect or customers as they interact in offline as well as online channels. The match rate is vital to the success of personalization efforts.
Data accuracy doesn’t happen by itself. The best identity solution providers deploy a variety of “data hygiene” steps such as email validation, de-duplication, National Change of Address (NCOA), etc.