How to Maximize Your Data Onboarding Investment with Digital Targeting

August 2, 2018  |   Emily Liang

For every technology, there is a maturity curve for use cases. For data onboarding, marketers who move up the maturity curve in their digital targeting can realize a quicker, stronger return on their initial investment. Still, we realize that it’s not easy to jump from established to emerging and emerging to leading-edge.

To help you land those jumps and get more out of data onboarding, we’ve laid out three digital targeting uses cases, showing how they build on each other: targeting offline audiences online (crawl), frequency management (walk), and using second-party data (run).

Targeting offline audiences online

Data onboarding 101 is taking offline data such as email, name and postal, phone number, and other  personally identifiable information (PII), and connecting it with the online world of cookies and mobile IDs.

How to: At the basic end of the spectrum, you can onboard directly to a platform that has data onboarding capabilities such as Facebook, Google, and other advertising platforms. This can result in a limited reach as you’re only targeting within one channel or platform. To maximize reach of offline audiences online, you can work with an onboarding provider that has the scale to activate audiences across a variety of DSPs, DMPs, and other ad platforms. Using an onboarding platform—like LiveRamp!—in conjunction with a DMP reveals additional opportunities to increase scale and improve targeting of ads by appending third-party data.

Benefits: This increases audience reach and is more cost-effective as digital advertising is comparatively cheaper than offline methods.

Sample use case: Target audiences who haven’t shopped in store for a few months with new promotions on social media. If you’re an auto dealership, try targeting car owners with an ad for service notifications in their favorite online publication.

What’s next: Digital targeting can occur in one channel or platform, but lots of advertisers will conduct cross-channel, sequential targeting that mirrors the way customers behave. With all these new affordable targeting capabilities across platforms and publishers, you’ll need to be wary of not overwhelming your audience. The ad fatigue struggle is real! Which brings us to …

Frequency management

Now that you have the ability to target your offline customers online, you have to get smarter about how often they hear from you. Limiting the number of ad exposures to a customer is especially important if you’re also using offline marketing tactics—having an omnichannel view of your customers is key for frequency management.

How to: While frequency management can be executed via many DSPs, it’s most effective when it’s done cross-channel. This requires a third-party ad server—otherwise you’d have disparate silos of frequency management, which could turn into a nightmare. Many ad servers have robust capabilities with targeting specific audience segments, but this is only based on data from ads that are tracked by the ad server. Integrating an ad server and a DMP helps ad servers make better decisions on when to refrain from serving ads.

Benefits: Improve the customer experience by not overwhelming people with redundant messages, thereby reducing marketing waste.

Sample use case: Increase ad frequency to people who have recently signed up to join a loyalty program. An electronics retailer can decrease ad frequency for customers who recently bought a big ticket item, such as a TV in store.

What’s next: Frequency management, like any other tactic, ranges from simple to complex. It can be done in one channel or platform, but advertisers can also use an ad server and employ sophisticated measurement to conduct frequency capping across all channels and platforms. It’s imperative that advertisers maximize the data they have, but many advertisers have gaps in their data and must find a way to supplement their databases. If only there was a way to fill those gaps …

Using second-party data

Good news—there is! Partnering with other companies gives advertisers ample opportunities to augment their first-party data with first-party data collected by a trusted partner. Second-party data-sharing already occurs in the online world with cookies, and translating this tactic to the offline world opens a wealth of possibilities and more valuable use cases. With data onboarding, companies can share PII-based data with each other and activate it online.

Benefits: Working with a trusted and reputable company offers an advertiser security and transparency in using second-party data. With access to new attributes and data from a partner, advertisers can improve customer and prospect targeting.

How to: DMPs have traditionally been the hosts of second-party data sharing, but this type of data-sharing is limited to the online world of cookies since DMPs don’t handle PII. This is when it’s critical to use an identity resolution provider that has the technology to handle and anonymize PII in a manner where select data is shareable between two parties. What actually gets shared with each company is defined through strict permissioning, controls, and administrative access.

Use Case Examples: An airline and a hotel can uncover the overlap between their CRMs and cross-sell/upsell to this audience. A clothing retailer who starts an infant apparel line can partner with a baby food brand to share relevant data and reach new audiences.

Salivating at the thought of moving your marketing up and to the right? Download the Forrester report, Making the Most of Customer Onboarding, to learn more about how data onboarding gets you there.