The Data Onboarding RFP

Marketing Innovation

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The Data Onboarding RFP

Marketing Innovation

Data onboarding is a fast-growing technology and a powerful addition to a marketer’s digital toolbox. Existing data onboarders all have their own nuances in technology and methodology. When shopping around for a solution, you may not know what to expect or ask in order to find a suitable onboarder.

In light of this, LiveRamp has compiled a list of basic questions that every marketer interested in onboarding should be asking potential onboarders. Companies should be evaluated based on a set of 6 criteria:

Speed and Match Rate

Speed and match rate are the most prominent indicators of quality. Speed is how fast the customer data can be processed and matched. Match rate is how much of the customer data can be successfully onboarded for retargeting, content optimization, and other use cases. These two factors determine the success of campaigns in turnaround time and overall reach.


  • How long does the onboarding process take?

  • How long does it take me to create a new segment?

  • What is your match rate?



A good onboarder provides precise onboarding. Customer databases should be accurately matched to devices in a way that does not compromise data integrity. The level of precision (Individual, Zip-4, household, city) the onboarder can operate at also determines a campaign’s sophistication.


  • How precise is your matching algorithm?

  • Are matches probabilistic or verified?


Security and Privacy

Since data onboarders are responsible for a client’s sensitive customer information, it is very important that they maintain data privacy with a high level of security. Try to understand the company’s privacy policy and ensure they are up to spec with industry level security and privacy practices.


  • How secure is my data while onboarding?

  • What privacy organizations are you a part of?

  • What is your privacy policy?

  • How is personally identifiable information (PII) handled in your database?


Onboarding Preparation

Some services may require you to have your data file in a specific format or structure. There may also be information an onboarder cannot process. Communicate with the data onboarder to reduce logistical complications.


  • What file format do I need to submit my file?

  • What structural format does my data have to be in?



An onboarder could be fast and precise but not be able to get your data where you need it. Having a strong set of integrations, or places where you can send onboarded data, allows you to be flexible with your data.


  • What platforms is your product integrated with?

  • What can I do with my data after onboarding?

  • How easily can you build a new integration?



When looking at pricing structures, marketers should be aware of their budget and what they are hoping to get from the service. There are many different pricing structures, such as flat rate, per record, or others.


  • What is the rate structure and associated fees for service?

  • What are the minimum requirements for contracts?