Why Data Onboarding Matters More Today Than One Week Ago

A version of this article previously appeared in Martech Today. As U.S. marketers intensify their focus on customer identity resolution — an investment a Winterberry Group/DMA study projects will jump from $900 million in 2018 to $2.6 billion by 2022 — data onboarding is thrust into the spotlight. Why now? Sure, onboarding — the technical …

How to Get Started on Your Brand’s Identity-Driven Journey

“Every business needs to tap into their inner Amazon.” Great advice from Tom Liantonio, CEO and founder of real-time bidding platform ClickCertain.com, during Signal’s recent webinar Data Onboarding: The Cornerstone of Identity Resolution. “It doesn’t matter how your business starts, you’re in the relationship business,” Liantonio explained. “Amazon is just leveraging that relationship.” Presenting alongside …

Webinar: Data Onboarding Is the Cornerstone of Identity Resolution

Data onboarding and activation extend customer engagement beyond basic targeting and remarketing use cases, enabling real-time content personalization that boosts both loyalty and revenue. But onboarding approaches vary greatly from one identity vendor to another — and those disparities can make the difference between delivering the right message at the right place at the right …

Data Onboarding Explained: When it comes to your customer data, are you in the driver’s seat — or just along for the ride?

And they’re off! Brands are scrambling to bring their offline data online for digital activation, pitting marketers in a neck-and-neck race for customers’ attention — not just in their inboxes, but in social and display ads across the internet. Thanks to data onboarding, in-the-moment buyers are now receiving in-the-moment advertisements across channels, devices and platforms. …

Data Onboarding Explained: Is your marketing 1:1, or one-and-done?

The future of marketing is now. Gone are the days of dumping money into programmatic advertising, chasing cookies around the Internet and hoping the lookalike segments somehow translate into a purchase. These one-and-done campaigns left even the savviest marketers unsure who they were advertising to, which campaigns were most effective and how to tie it …

Patience Is a Virtue… Except When It Comes to Data Onboarding

For marketers, the ability to onboard data from your offline sources, such as a CRM, is a critical step towards ensuring advertising campaigns are efficiently reaching their intended audience and driving conversion. However, if your brand’s chosen adtech vendor’s onboarding and activation process takes too long, you run the risk of serving irrelevant ads and …

Identity resolution is a market of two — with one clear choice

Identity continues to attract attention — and investment. U.S. marketers are responding to surging consumer demand for highly personalized, contextually relevant customer experiences by spending close to $900 million this year on services and solutions dedicated to solving identity resolution — a sum expected to triple to $2.6 billion in 2022 — according to researcher …

How Stop-and-Go Onboarding Goes Off the Rails

Note: This post originally appeared on The Drum. Given the breakneck speed at which new engagement channels emerge and the dubious incentives that drive manufactured scale and reach, it’s no wonder that the ad tech world is notorious for over-promising and under-delivering. The latest example of waving the “Mission Accomplished” banner too soon is happening …

5 Powerful CRM Trends All Marketers Need to Know

Customer Relationship Management – or CRM – hasn’t always been referred to that way. In fact, the concept of CRM marketing originally began with marketers recording their sales and customer relationship history manually using a pen and paper. By the early 1990’s, software was developed that enabled sales teams to make their processes more efficient …