{"id":20043,"date":"2022-01-11T06:31:48","date_gmt":"2022-01-11T13:31:48","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=20043"},"modified":"2022-06-05T06:32:19","modified_gmt":"2022-06-05T12:32:19","slug":"the-4-biggest-data-onboarding-challenges-solved-with-identity-resolution","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/data-onboarding\/the-4-biggest-data-onboarding-challenges-solved-with-identity-resolution\/","title":{"rendered":"The 4 biggest data onboarding challenges\u2014solved"},"content":{"rendered":"

Think about the last time you tried to buy something big, like a phone.<\/p>\n

Research shows<\/a> that you\u2019ll probably start online (46% on Google, 54% on Amazon). But once you have your shortlist, you\u2019ll probably speak with your co-workers, friends, or family and come back online to verify what they tell you. Then you might jump back online to follow up on their recommendations, or visit a store to check on the phones in person.<\/p>\n

This entire process happens organically\u2014you don\u2019t think about the switch from online to offline. But for a business trying to map out your journey and connect with you more meaningfully, it’s difficult to plot those offline interactions.<\/p>\n

That’s where data onboarding comes in.<\/p>\n

What is data onboarding?<\/h2>\n

Data onboarding is the process of bringing offline data to an online environment in order to use it to improve customer experiences\u2014and, ultimately, acquisition and retention. The business collects first-party customer data (such as names, email addresses, phone numbers, transactions, etc.) from various sources, all in various formats, and relies on data onboarding solutions<\/a> to align this information to individual customer profiles.<\/p>\n

This data onboarding process allows you to recognize your customers<\/a> in future interactions and relate to the contextual decisions they make throughout their buyer\u2019s journey.<\/p>\n

How data onboarding works<\/h2>\n

There are three general steps to the data onboarding process:<\/p>\n

    \n
  1. \n
      \n
    1. Upload the data<\/strong>\u2014This step includes removal of personally identifiable information (PII) of offline first-party data<\/a> and uploading into the enterprise\u2019s platform, such as a DSP or CDP.<\/li>\n
    2. Match to a person<\/strong>\u2014Align the offline data points with individual device IDs and other online identifiers. In other words, match the offline data to people you know online.<\/li>\n
    3. Activate relevant marketing<\/strong>\u2014Once you’ve matched the offline data to online profiles, create audience segments and serve these segments relevant marketing messages that correspond to specific attributes and behaviors.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n

      Why marketers need to bring offline data online<\/h2>\n

      Today, marketing is an identity-driven science<\/a>, as well as an art. Maintaining conversions is a delicate interplay of providing great products and engaging meaningfully with customers. Your first-party data provides important context about who these people are and what they\u2019re interested in. When activated well, these insights result in more meaningful engagement.<\/p>\n

      Incorporating your CRM data into your digital engagements also helps to create successful marketing outreach<\/a> efforts. Targeted advertising cuts down marketing spend while increasing conversions.<\/p>\n

      Additional benefits of data onboarding include:<\/p>\n