Getting the Channel Mix Right in Target Marketing on bigdataexchange.com

Getting the Channel Mix Right in Target Marketing

The marketer’s channel-mix challenge across the digital landscape

Back in 2011, Google introduced us to a new marketing acronym. Zero Moment of Truth (ZMOT) is the moment where first impressions happen and the path to purchase often begins. Google explained that it’s a moment where information and marketing happen, and the consumer makes choices that impact the success or failure of nearly every brand in the world. Talk about the opposite of a “no pressure” moment.

Zero Moments of Truth happen. Nevertheless, many people aren’t going to remember the very first time they were exposed to a brand. “Ah, yes. It was a little after 3 in the afternoon on a Friday. I saw a mobile banner while I was checking the weather on my favorite app.”

That’s because it often takes more than the ZMOT to help a prospect overcome inertia and take the steps to become a customer. What leads to this conversion is a concerted effort to push recognition towards engagement. Often, we must be exposed to something multiple times for it to be stored in our long-term memory.

A marketer’s biggest challenge is to deliver an unbroken chain of impressions – on the right marketing channels to the right people – once the seed is planted with a Zero Moment of Truth. It’s a real-time pursuit across the digital landscape, and revenue from a customer is the prize.

Marketing by moments

There may be some steps unique to a particular industry, product, or service, but purchasing behavior generally has five predictable steps:

  1. Problem recognition: The path to purchasing starts when a prospect identifies their need or problem. Stop and read that again. It means that your ZMOT message should be focused as much on their pain point as it is your solution.
  2. Information search: A prospect will begin their search process in earnest now. They’ll look first for validation, perspective, and education about the problem – as well as how others have gone about solving it. The more complex the product or service, the longer this search will last. Think new car or real estate.
  3. Evaluation of alternatives: Do you stand out from the competition? Good. It still doesn’t mean a prospect will become your customer. This is the age of unlimited free search. Prospects want to be assured they’re about to make the right decision. The overarching solution here is to give prospects every reason to go with you.
  4. Purchase: Problem validated. Research completed. Ditto with the comparisons. Now it’s time to make the purchase decision. Marketing messages here usually revolve around a sense of security and value about the decision.
  5. Post-purchase evaluation: The transaction may have occurred, but the purchase is far from complete. A customer must now determine whether he or she is satisfied with the decision. So, another round of evaluation occurs, and brands must continue to communicate with these new customers to make sure they’re happy.

There have to be specific marketing messages delivered at one or more of these steps to encourage a decision to buy. Marketers must locate the right prospects as they take each step closer to deciding whether you understand their problem and offer the best solution.

Which channel keeps you by their side? That’s not the only challenge to conquer. It’s also necessary to consider the benefits and limitations of each channel. For example, SMS can be delivered instantly, has a higher open rate than any other marketing channel, and is extremely cost-effective. On the downside, you’ll have a limited message length and your choice of rich media is extremely narrow. Dynamically targeted banner ads have great targeting (these days) but could get lost in the mix during web surfing. Phone calls can be extremely effective but potentially invasive.

Some channels have a higher engagement rate, while others give you the opportunity of frequency. And not everyone uses all channels – so how do you follow a prospect along the path to purchase if they’re appearing and disappearing like the Cheshire Cat?

Fitting the puzzle pieces together

Marketers know they must be present in as many steps along the way as possible while the prospect is taking the buyer’s journey. There’s no pre-configured map since marketing channels have different characteristics. It’s up to you to determine the right mix so that you’re making the best impression when the prospect is ready to make a decision.

The first step in doing this in today’s complex media environment getting actionable, highly-targeted, real-time data that reveals exactly who is looking to buy your product or service – and which channels they use. BDEX can help you with that.

Find out how you can access real-time data that connect the dots, allowing you to reach prospects who are on the buyer’s journey.

BDEX features the first-ever Data Exchange Platform (DXP). The BDEX DXP and DAAS platforms enable companies to acquire impartial, quality-scored, third-party data reaching the right people at the right time like never before. We offer cross-device matching, auto dealership services, DAAS, real-time targeting, and custom segment building that is ideal for any industry, including auto dealers, retailers, brands, agencies, out-of-home, and franchises. Contact us today to get your customized marketing data.

Marketing: When is as Important as How on bigdataexchange.com

Marketing: When is as Important as How

Powerful targeted marketing data identifies customers when they’re looking to buy

The success of any marketing campaign hinges on reaching the ideal target audience with the right message. And whether you sell vacuum cleaners or real estate, if you can’t target those who are most likely to buy your product, you won’t sell very many. Modern marketers and advertisers have traditionally used data that contains information about potential buyers’ habits to roughly predict that someone might be likely to make a purchase.

But those marketing and advertising professionals know that this data can be pretty vague. It can predict that a customer could be looking to buy in the future, but it doesn’t tell you when they are actively looking.

This is inefficient and expensive. And there is a better way.

Forget what a target audience might be looking for … talk to them when they’re actually looking for it

What would you do if you knew that “Craig Smith” was searching for a new car – and furthermore, the brand of a car within a certain geographic area? What if you knew that “Maria Gonzalez” bought a ticket to San Antonio two days ago and is searching for entertainment and dining options? What if you knew that “Emily Thomas” buys diapers online every other week?

If you own a car dealership, operate a restaurant or theatre in San Antonio, or you own an online business that sells baby products, you’d probably want to get in front of that potential customer. BDEX can help you do that.

The old way of analyzing customer data and predicting patterns

Conventional data collection looks at what people did in the past and uses it to predict what they may do in the future. The data will let you know that “Craig Smith” is about to finish paying off his car loan. Predictive analysis suggests that he might be interested in buying a new car. However, Craig may be just as likely to keep it in order to avoid making car payments. What if there are 10 million Craig Smiths out there? Not many of those individuals will shop for a new car. In fact, statistics might indicate that only about 10% of them will do so.

Before, advertisers were stuck having to market to those 10 million people anyway. With behavioral data from BDEX, you can narrow the list down and only reach out to the 1 million who are actively looking to buy.

How BDEX data is different

BDEX collects real-time data based on actual behaviors of customers. For instance, the data can tell you when someone has searched for a car on a place like cars.com. It can tell you if people have recently moved or put their house up for sale, while actively shopping for real estate. It can even track if someone has visited the location of a local retail competitor using the technology called geofencing.

Geofencing is “a location-based service in which an app or other software uses GPS, RFID (radio frequency identifiers), Wi-Fi or cellular data to trigger a pre-programmed action when a mobile device or RFID tag enters or exits a virtual boundary set up around a geographical location.”

It allows you to see information about where people go, whether it’s to Verizon, an Apple Store, The Gap, or any other establishment that falls within your industry. Additional data can be collected based on store POS systems, showing what particular items customers have purchased. This knowledge can then be integrated with additional online and behavioral data, including contact information.

BDEX data allows marketers and advertisers to spend dollars efficiently and powerfully. Looking at website visits, geofencing when individuals visit competitors and combining this data with more traditional metrics and multiple device matching enables micro-targeting the right individuals – when they are about to make a purchase.

Marketing is a whole new ballgame.

BDEX features the first-ever Data Exchange Platform (DXP). The BDEX DXP and DAAS platforms enable companies to acquire impartial, quality-scored, third-party data reaching the right people at the right time like never before. We offer cross-device matching, auto dealership services, DAAS, real-time targeting, and custom segment building that is ideal for any industry, including auto dealers, retailers, brands, agencies, out-of-home, and franchises. Contact us today to get your customized marketing data.

What Does a Big Data-Driven Customer Experience Look Like?

Your customers expect you to understand their needs. 80% of modern consumers expect personalized experiences from their favorite brands. Despite increased budget for big data marketing initiatives, 43% of marketers feel they’re getting almost “no benefit” from their existing data assets. These two statistics illustrate a clear disconnect between what customers want, and what marketing teams are able to deliver.

The savviest marketing teams aren’t just deriving value from their internal, or first party, data assets, they’re obtaining high-quality, real-time insights from 3rd-party data vendors to develop a 360-degree view of their customers. In order to capture and retain today’s complex digital consumers, a big data-driven customer strategy is a must.


What Does a Big Data-Driven Marketing Strategy Entail?

Every time your customers swipe on a mobile device screen or post a status update to social media, they leave a trail of data on their preferences and behaviors. Each of these interactions offers the potential for your brand to gain insight into how to create personalized experiences for your customers.

By synthesizing first and third-party data insights in a data management platform (DMP), you can create a holistic view of your customer base. This allows you to understand patterns and stories that extend beyond your own touch points, and discover truths about how your customers interact with the world around them, by using these stories to create segments and understand your customers on an individual level. In this blog, we’ll discuss several of the best practices best-of-class organizations adopt when developing a marketing strategy that’s driven by big data insight.

1. Expand Your Data Collection
Transform your strategy from first-party data analysis to a program that’s focused on true cross-channel synthesis. By combining the broadest array of data sources possible, you can improve your strategic analysis and customer understanding.

2. Score Your Segments
By creating narrow segments of your existing customers, you can focus on your best clients. These are the individuals with the highest customer lifetime value (LTV), and who may be most likely to promote your brand on social media channels and other online forums. The creation of buyer persona profiles has traditionally been executed through qualitative research methods, such as focus groups. By allowing data to tell your story, you can eliminate organizational biases about what your best customers look like.

3. Focus on Customer Experience
When you have identified your best customers, it is critical to discover ways you can improve your client experience. You can discover insights on how your customers interact with brands through the inclusion of 3rd-party data. Are they mobile shoppers, or heavily-engaged app users? Tailor your engagement strategy to your client’s existing behavior patterns.

4. Get Personal
The best marketers know that big data has the potential to move your strategy from segments to true personalization. Use your big data insights to discover behavioral triggers, and tailor personalized marketing efforts to meet your client’s needs for relevant email marketing and programmatic advertising.

5. Measure and Optimize
With your programmatic advertising and email marketing metrics, your brand has the potential to move towards continual improvement cycling in your marketing program. Never stop collecting data, analyzing, and improving your efforts to deliver a best-of-class customer experience.


Are you ready to make the shift towards customer-focused, Real Time big data-driven marketing? Contact BDEX today for more information on high-quality, real-time big data assets from trusted 3rd-party sources.

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Are You Using the Most Advanced Data to Target Consumers?

The way we use data to target audiences is constantly evolving. The first phase in targeting was fairly simple in that we relied on only a few simple demographics, like age and gender, to segment consumers. Then audience groups were formed. More advanced and specific, audience groups were, and still are, based on consumers’ shared interests. The newest chapter in data targeting, utilizing real-time insights, merges information about demographics and audience groups with real-time activity. But that’s just the tip of the iceberg. Real-time data isn’t just information about your consumers’ spending habits in the last month. True, real-time insights let you know what your target customers are searching for the moment they shop online.


In the mid-20th century, marketers focused on only a few consumer demographics when developing marketing campaigns. While factors like age and gender were more important sixty years ago when people sourced their news and entertainment from the same place, the traditional methods for obtaining consumer data are not as relevant anymore. McKinsey’s John Forsythe demonstrates the problems associated with using only a few, superficial demographics by citing the differences between Prince Charles, Queen Elizabeth’s son and her heir apparent, and Ozzy Osbourne, lead singer of heavy metal band Black Sabbath. While both men are British and the same age, a marketer obviously wouldn’t market to them the same way.


Marketing and brand expert Adam Paulisick also believes that simple demographics don’t provide enough information to properly target consumers.


“Segmenting consumers by age and gender or other demographics is inefficient at best, even for more traditional marketing campaigns because there are no hard and fast rules anymore for what a man or a women will intuitively buy (with few exceptions).”


While we might not know the “hard and fast rules” that drive what a consumer buys, we can know the next best thing: what product they are shopping for the moment they shop. Real-time data takes into account everything we used to know about consumers based on demographics and audience groups and merges it with live activity.


Keith Sayewitz, Chief Marketing Officer and Head of Sales at BDEX, a market-driven exchange platform that provides users with real-time data, explains the value of real-time analytics for marketers.


“For years a company depended on simple demographics to identify a certain consumer, like ‘soccer moms.’ Then audience groups were formed, so we discovered those soccer moms were interested in fitness. But now, with real-time data, we learn which of those soccer moms are in the market for a treadmill or are switching to vegan cuisine. This information is incredibly powerful because it allows for truly advanced targeting. We know that this customer is likely to buy a treadmill because she is in the market for one at this exact moment.”


Marketers can then create specific ads for the desired consumer, increase the probability for conversion, and, therefore, create more sales. The insights provided by real-time data are essential to brands, retailers, and agencies who want to stay up-to-date on consumer activities and truly understand their customers’ needs.


BDEX, the first ever Data Exchange Platform (DXP), is currently the only source for true, real-time data. For more information about BDEX’s unique services, click here.

Image Credit: NEC Corporation of America

New to Big Data? You Don’t Have to Face the Giant Alone

The term “Big Data” is used regularly by those who work in the digital marketing, technology, or data industries. If you’re a business owner trying to market your brand, product or service, however, you may be a little confused as to what Big Data actually is. Analyzing data and marketing based on those results is no longer essential to only online stores or big businesses. Small and middle-tier companies are reaping the benefits of third-party data, including increases in brand awareness and revenue.

Big Data may seem overwhelming, but you don’t have to be a data scientist to learn the essentials. Below are three basic factors you should know:

A Simple Definition

There are hundreds of definitions for Big Data. For years its meaning was determined by the big Vs: volume, variety, and velocity. But Big Data is not as simple as its size; it’s also the technology that consumes and reads the data.

First-party data is gathered first-hand, like when an online store asks their consumers to fill out customer experience surveys. Third-party data is learned from other sources. By utilizing both first- and third-party data, businesses can gain the most comprehensive and useful insights possible.

It’s Not Just a Buzzword

When news of Big Data started circulating in the tech community, some people were skeptical of its size and capabilities, but Big Data has become an essential asset to digital marketers and an impressive money-maker. According to the most recent Worldwide Semiannual Big Data and Analytics Spending Guide from research firm IDC, global revenues for Big Data and business analytics will grow from nearly $122 billion in 2015 to $187 billion by 2019 (CIO).

As demand for Big Data increases, demand for data-related jobs continues to grow. According to Forbes, IBM and Oracle “advertised 26,488 open positions that required big data expertise in the last twelve months [The article was published in November 2015].” Typical Big Data roles include Data Scientist, Big Data Platform Engineer, and Data Quality Director, but you don’t have to be a data expert to reap the benefits of Big Data; there are a number of data companies that can perform the hard work for you.

The Difference Between a DMP and a DXP

DMPs, or Data Management Platforms, are basically data warehouses “most often used to manage cookie IDs and to generate audience segments, which are subsequently used to target specific users with online ads (Digiday).” Often, however, marketers find that the information learned from DMPs is not specific enough since it’s typically single-sourced. Most DMPs don’t have real-time signals either, so often the information becomes stale quickly. A DXP, or Data Exchange Platform, has the benefits of a DMP but operates in a marketplace setting. Advertisers, retailers, and brands can obtain data from a variety of industry-leading sources and gain real-time insights in one place, making campaign management easier, more efficient, and more effective.

BDEX is the first-ever DXP. Whether you’re new to the data world or are a marketing expert looking to make the most of your marketing budget, BDEX can help you reach your target customers across the U.S. For more information about BDEX’s unique data services, visit our website or email a representative.

Image CreditFlickr/Colin Kinner

3 Data Factors to Consider When Reaching Consumers

The importance of data to a business’s success isn’t a recent discovery. For decades, the fate of American television shows rested solely in the hands of The Nielsen Company, which still monitors citizens’ viewing habits via customer surveys and meter readings today. However, thanks to an incredible influx of information from a variety of sources, including cell phones, computers, and even sensor-equipped trains, brands have more access to analytics than ever before. Harvard Professor Gary King even referred to this stream of statistics as a “big data revolution” (Harvard Magazine). While the amount of information is impressive, King doesn’t believe the quantity is the “revolutionary” part.

“The big data revolution is that now we can do something with the data.”

But for many companies, knowing how to properly use acquired information is a major problem. When brands consider the following factors of big data, they are better equipped to reach consumers:

Timeliness of the Data

“In the rush to avoid being left behind, I also see that many companies risk becoming data rich but insight poor, says data expert and author Bernard Marr (Forbes). “They accumulate vast stores of data they have no idea what to do with, and no hope of learning anything useful from.”

One major issue with businesses storing data but not taking action is that the information goes bad quickly. Companies will keep the information hoping it will be of some use though it’s “no longer relevant, inaccurate or outdated,” says Marr. In other words, “time is of the essence.” BDEX is different from other data providers in that brands can access real-time analytics the moment consumers browse and shop online. By knowing what consumers want at a given time, businesses are better able to meet consumers’ needs.

Source of the Data

There is a common misconception that first-party data is superior to third-party data. While first-party data is owned by the company that obtained it, the data does not change as it’s transferred from party to party. That’s why data expert Kevin Tan believes companies should focus “on the quality and transparency of the data, not the party label.”

“Advertisers that choose to work with high-quality data providers can obtain third-party data that is timely and clear. Used together with first-party data, top quality third-party data enables brands to build a fuller picture of target audiences,” says Tan. (Exchange Wire)

In order to determine the quality of the information they receive, brands should also know where their data providers get their statistics. Some sources, like the US Census Bureau, may contain a broad range of data, while others, like market research surveys, may provide more specific information. By making use of data from a variety of sources, brands have the ability to assess their target audience and create better marketing campaigns.

Accuracy of the Data

You may be wondering, “How do I know what data is usable?” After all, the sheer number of data resources suggests that some of the data will either 1) not pertain to every business or 2) be incorrect. And while it does not serve your business to cater to every online consumer, know that the specificity of the information big data, especially third-party data, can provide is unparalleled. Information is collected by a variety of tools ranging from desktop cookies and e-tags to smart phone IDs.

“All this allows firms to glean what sites users have visited, what they have shopped for, what postcode they live in and so on. From this the firms can infer other personal details, such as their income, the size of their home and whether it is rented or owned.” (The Economist)

While the amount of data can be overwhelming, utilizing big data will not only help you reach your consumers but anticipate what they want next.

BDEX is the first ever Data Exchange Platform (DXP) offering real-time data in a marketplace environment.  All seller and consumer information is impartially scored to ensure that data is and high-quality and accurate. To learn more about BDEX’s unique services, or to become a BDEX buyer or seller, click here.

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