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Data onboarding is not a new topic. It has been a marketing concept that has been used by brands and companies that want to find and target customers in an online environment across multiple devices and channels. 

The onboarding process involves not only matching but anonymizing, distributing and ingesting customer data. It combines offline intelligence with online connectivity and has unveiled a wealth of opportunities for brands that includes greater consumer insight, stronger campaigns, and more personalized experiences that the consumer craves.

Let’s talk re-onboarding.

As we know, consumers are constantly in motion. Because consumer data is so dynamic, CRM databases are up to date for only a brief period. Consumers regularly switch between devices and if they change their preference of brands, device, or even update their email, what was once current information becomes dated and incorrect. With re-onboarding, brands can ensure the most accurate view and connectivity of a customer. 

When a campaign is longer than 30+ days and the CRM file is not re-onboarded, brands can begin to see the potential of audience deterioration because the original activation ID has expired. Re-onboarding audience data increases performance for campaigns that are running for a longer period of time.

What are the benefits of re-onboarding? 

Gain access to the most up-to-date linkages on previously matched data

• Refresh IDs that have been updated or merged

• Update IDs that have been split and/or changed

 

Update links that may be inappropriate or have been removed via pre onboarding hygiene processes:

• Processed opt-out requests

• Expired or old data

• Deceased processing

The importance an identity graph plays in re-onboarding:

An identity graph allows brands to connect and unify all the known identifiers that correlate with an individual customer. Each customer has multiple personal identifiers — email addresses, postal addresses, mobile numbers, mobile ad identifiers (MAIDs), logins, usernames, platform IDs and cookies from web browsing. The identity graph collects these personal identifiers and connects them to an individual profile, which ‘lives’ in the identity graph, along with other types of data, such as demographic, behavioral, lifestyle and purchase data.

Most identity graphs have access to a constant stream of multi-sourced consumer data that is refreshed on a weekly or monthly basis. When re-onboarding, there is an opportunity for increased match rates on any new linkages that are discovered (new individual, linked emails, etc.). These new linkages will usually come from an updated data source connected to the identity graph or an improvement in processing, like deduplication or NCOA (national change of address).


Conclusion:

 

Re-onboarding provides brands a higher level of quality and accuracy. It provides the opportunity for new and updated matches, giving more accurate, personalized experiences for hyperconnected customers. Re-onboarding is not always about increasing scale but rather focuses on regularly improving quality of matched data.


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