How Can Retailers Better Target Customers? on bigdataexchange.com

How Can Retailers Better Target Customers?

It’s all about having the right data – and knowing how to use it

Fall is the time for retailers to really start thinking about the upcoming holiday season. Because so many companies depend on strong sales at the end of the year, they have to be sure their marketing campaigns are on point.

To get a glimpse of what we can expect this year, let’s take a look at some numbers from last year courtesy of the National Retail Federation:

  • 174 million people in the U.S. shopped from Thanksgiving Day to Cyber Monday
  • 51 million shopped exclusively in-store
  • 58 million shopped exclusively online
  • 64 million shopped both in-store and online
  • People who shopped both in-store and online spent an average of $49 more than the in-store-only shopper and $82 more than the online-only shopper
  • 63% of smartphone owners used mobile devices to make holiday decisions
  • 29% of smartphone owners used their phones to make purchases
  • The average amount each person spent over the 5-day period was $335.47
  • The highest average amount was $419.52, which was spent by people age 25-34

Additional stats show that for Black Friday, more than 46 percent of digital revenue came via mobile devices, which was up over 18 percent compared to 2016. However, most of the shopping that day still takes place in actual stores. Multichannel Merchant reported that while 66 million people shopped online, 77 million went to stores to make a purchase.

Millions of people are shopping in the run-up to the holiday season, giving retailers a huge pool of potential customers. But how do you find the ones who actually want your goods?

Instead of just devising a marketing strategy based on predictive data and hoping it reaches your ideal customer, wouldn’t it be nice to know exactly who that person is – and what and when he or she is looking to buy?

What real-time behavioral data and device-matching can do for your retail business

Your business probably utilizes data in its marketing, but it’s very possible that it just isn’t that useful. A lot of the data being sold has several inherent problems, such as being way too broad and sometimes outdated. But this is never an issue with the data BDEX offers. With more than 900 billion data points, we can help you figure out exactly who your best customers are.

The data allows you to check out the shopping behavior of someone in real time. This means that if they’re looking at a golf club online, for example, and you happen to sell golf clothes, you’ll know it – and you can immediately hit them with an ad or offer. Plus, with device-matching, you can follow the same shopper across multiple devices and adjust the messaging and the vehicle accordingly.

How to find customers in the real world

While it may seem as though all shopping now takes place online, remember those stats mentioned earlier. Brick-and-mortar businesses are still important to many people, and there’s a tactic that can let you know which stores they’re visiting: geofencing.

Geofencing uses software to draw a virtual line around a specific area, followed by telling you when a mobile device enters this boundary. This is beneficial in a couple of different ways. First, you can see which stores someone goes to, including a competitor. And when this information is matched with real-time behavioral data, you can see what they’re buying or perhaps thinking about buying. Your business can then send out its own offers for competing or complementary products at the exact time a prospect is looking to make a purchase.

If you’re working on your holiday marketing plan, BDEX wants to help you have an even more profitable season. To learn more about what we offer, call us at 917-410-6616 or send an email to info@bdex.com.

Customer Targeting Made Easier for Media Companies on bigdataexchange.com

Customer Targeting Made Easier for Media Companies

The importance of real-time behavioral data and cross-device matching

According to statistics compiled by USC Annenberg, the average American now spends a full day – 24 hours – each week on the Internet. And what are they doing when they’re online?

A report from the Center for Digital Future reveals some very telling information about media consumption. More than 70 percent of people who go online visit their social networks. Sixty percent of people do so to download or watch videos. Fifty-six percent said they download or listen to music and 44 percent play games.

How people access this media is also assessed: Eighty-two percent of people get on the Internet through their phones, while 30 percent use a tablet or other device. Other interesting stats from the report:

  • 53 percent said they sometimes or often watch television shows on their TVs as well as computers and mobile devices
  • 37 percent said they sometimes or often watch TV shows through a free streaming service
  • 51 percent said they sometimes or often pay to watch movies online
  • 37 percent said they sometimes or often pay for streaming music
  • 37 percent also said they were likely or very likely to cut back or give up cable or satellite service entirely and just watch TV online

How BDEX can help media companies target customers – of both their media and the products and services sold by advertisers

Device graphs

These days, it’s all about getting the right content in front of the right people, at the right time. The best way to do this is by utilizing actionable, accurate data. At BDEX, we help media companies use data in several impactful ways.

First, with our device graphs, they can identify customers based on their devices. This allows them to market to a consumer at every touch point. Because so many people use a variety of devices, often this is a challenge. But our device graphs enable a media company to reach customers on many and sometimes all of them.

Real-time behavior

Once a company knows who is on what device, they can access and leverage the person’s real-time behavioral data. Content creators, advertisers, and other partners can then tailor specific media to that individual based on this behavior, as opposed to relying on typical audience groups, which generally consists of an older, less-specific set of data.

Better ad impression measurement

Device-matching is especially effective for ads. When ads are randomly run across devices, there is a good chance that one person sees the same ad twice. As a result, there is no way to measure how many individual customers saw it.

But when a company can identify the unique use of a phone and tablet, for example, they can make sure that ad is only run a predetermined number of times. This allows for much better insight into how many different people will have seen it, which can generate much more accurate measurements of ad impressions. Not only does this help the individual business, it also allows a media company to charge better ad rates for more effective ads.

How this can be put into practice

At an essential level, media companies have the capability to promote media on different devices. A new show that may be typically consumed on a certain individual’s tablet may be promoted across many of that person’s touchpoints – from the tablet to a text to their smartphone, as well as a dynamically-served ad on a website viewed on the browser of their laptop.

That media company’s advertisers reap similar targeting benefits. To get a sense of how these tools can be put into practice, let’s take a look at cars. Many media companies have partnerships with big car companies. Marketing initiatives in the past typically involved using an audience segment that would show someone was likely to buy a new car. This would usually consist of some sort of predictive analysis that, while somewhat accurate, had a failure rate that was still very high.

With our real-time data, all of this has changed significantly. Now media companies and the auto companies (as well as any other industries) who buy from them can be sure that they are targeting an audience that is much more relevant. They can do this by looking at the behavioral data that will show that someone is at that moment shopping for a new car – and mixing it with the data that shows where to reach them – which is exponentially more specific than the old, scattershot approach.

Want to find customers who are ready to buy what you – or your partners – are selling? Our real-time marketing takes the guesswork out of the equation. To get more information about the services we can provide for your media company, please contact us.

How Mobile has Enabled Target Marketing on bigdataexchange.com

How Mobile has Enabled Target Marketing

Now you can find your customers anywhere, anytime

Attracting potential buyers to a service or product has always been one of the primary challenges of any business. For years, the most common approach utilized poorly-targeted outbound methods – TV commercials, display ads, bulk direct mail, and similar vehicles.

Recently, there has been a move toward inbound marketing, which is focused on creating online content that lures in customers. And while all of these tactics can be effective, what if there was an even more precise way of reaching prospects?

What if you could get what you’re selling in front of someone at almost at the exact moment they’d be interested in purchasing it?

Using data for real-time mobile targeting

Right now, about 78 percent of Americans use a mobile device, and the total number of people who own at least one worldwide is 3.7 billion. It’s no wonder that online searching and sales using a smartphone or tablet have skyrocketed in recent years – and that these figures are only increasing. This is why smart companies now put an intense focus on mobile marketing.

With people spending an average of about six hours per day on a device, it just makes sense. And businesses can take advantage of mobile usage in an even more powerful way with real-time targeting.

How BDEX can connect you with customers

At BDEX, we can give your company real, actionable data that makes people aware of what you’re offering when they’re looking for it. We do this by allowing a business to see someone’s buying and search activity across all of their devices.

How it works

When a person does something like download an app, this connects that particular device to their email address or IP address. This uniquely ties that individual to that device.

This information is then captured in a database called a Device Graph. Other databases will then be checked to find the same unique identifiers, along with information volunteered by the individual, including their name, address, or phone number.

The benefits to a marketer are obvious; not only do they know what a person is planning to buy, they’ll know the devices they use as well as their contact information. This allows highly personalized and precisely-targeted marketing campaigns.

Find customers online and off

Wouldn’t it be nice to know who’s buying from your competitors? You can. In addition to discovering what people are planning to buy, you can also find out where they’re shopping.

This is possible with geofencing, which involves setting up a virtual boundary around a specific geographic area. Using software or an app that utilizes things like GPS or even just Wi-Fi, a business will know when a mobile device enters this boundary.

Not only will you be able to see where someone goes – such as to one of your competitors – but it may be tied to if and what he or she buys. This information is valuable on its own – but geofencing combined with other actionable data allows a company to send out immediate notifications about their own specials or deals.

How to get even more personal with your customers

Personalization could be the most important component of marketing these days. Almost 80 percent of consumers say that unless an offer from a retailer has been personalized based on their previous actions with a business, they won’t act on it.

While email is still a good way of reaching people on a personal level, texting has proven to be much more effective. The open rate for emails is about 22 percent. Texting, on the other hand, has an open rate of around 98 percent.

While people will almost always open a text you send them, you have to be smart in your approach:

  • Make sure they know who you are
  • Make sure you know who they are
  • Send them pertinent information at the right time
  • Don’t forget the call-to-action
  • Keep it short and sweet

Another benefit of device matching is that it allows you to dynamically serve display ads to that device on the media that these individuals use. Someone who is searching online for a specific product or service will see your message, at the exact time they are ready to buy.

BDEX will give you real insights that convert

If you’re tired of wasting time and money on poorly-targeted marketing campaigns that bear little fruit, it’s time to start doing things differently. BDEX can help you easily find your ideal customers when they want to buy. And more often than ever before, that means reaching them on a mobile device.

Contact us to get started.

Data-Driven Direct Marketing for Auto Dealers on bigdataexchange.com

Data-Driven Direct Marketing for Auto Dealers

How modern car buying habits can be used to create highly-targeted marketing

Just as with nearly every aspect of our lives, technology has transformed the way people search for a new car. That same technology is also helpful in collecting data that marketers can use to very specifically target potential buyers.

Of course, having the right information is essential. In the past, the data has told marketers that “Alan Smith’s” truck loan will be paid off soon, but it can’t tell if he’s actually searching for a new truck. Until now.

BDEX uses real-time data to more precisely target those who are actively in the market for a new vehicle. How is this done? First, let’s discuss modern search habits when it comes time to buy a new vehicle.

Search habits of the modern automotive customer

Car buying has gone digital in a very big way. A majority of customers now begin the buying process by doing a tremendous amount of online research, from looking for types of vehicles and reviews to maintenance costs and depreciation of the major car brands. They also use a mixture of different devices for research, including smartphones, tablets, and computers.

Look at these stats from an AutoTrader.com/Kelly Blue Book study:

  • Car buyers spend 59% of their time researching online
  • 46% of car buyers used multiple devices in online searches

•  83% used a computer (desktop/laptop); 46% used a smartphone; 41% used a tablet

•  14% only used mobile devices

  • Only 30% of car buyers knew the exact make/model they wanted before they started researching
  • Third-party sites are the most-used of any online resource, with 78% of car buyers visiting at least one of them
  • Car buyers spent 60% of their time on third-party sites
  • The top 5 online activities of car buyers:

•  Researching car prices

•  Finding actual vehicles listed for sale

•  Comparing different models

•  Finding the current worth of a car

•  Locating a dealer/getting dealer info

More evidence of modern automotive buying habits, including the use of social media, from a study by JD Power & Associates:

  • Internet shoppers visit an average of 10 automotive websites in their shopping process
  • The three most frequently visited third-party sites are: Consumer Reports, Edmunds, and Kelley Blue Book
  • 22% of new-vehicle shoppers use social media sites as a shopping source

Once digital research is complete, the majority of shoppers still visit an auto dealership in person

Walking into the dealership is still the most common initial point of contact for car buyers, according to JD Power and Associates. 56% walked into a dealership, compared to 25% who used the phone, 14% who sent an email, and 3% who participated in an online chat.

How BDEX uses the modern search habits of car buyers to create targeted lists of data

BDEX uses real-time targeting to compile data from connected devices that marketers can use to offer relevant products related to current online (and even offline) buying activity. For instance, the data can tell marketers that a potential buyer has visited a site like cars.com, downloaded an app, or signed up for a newsletter. Unique identifiers are fed into a database and cross-referenced with other databases to help identify consumer behaviors, devices, and patterns.

Marketers can learn when users have been researching cars online, which sites were visited, and the specific device that accessed them.

Precise data that targets offline habits

People do still need to visit dealerships in person, either to test drive a number of different vehicles or purchase a specific one. So, it’s also important to be able to track this kind of activity.

BDEX leverages “geofencing,” a technology in which GPS, radio frequency identifiers (RFID), Wi-Fi, and cellular data are utilized to see information about the places people go, including a local car dealership. This makes it possible to identify prospects who have visited competitors in your area – which lets you know that you also need to get their attention.

Data that allows you to target modern car buyers (or any other product)

BDEX uses the shopping habits of modern consumers to provide data that goes beyond guesswork – is this prospect actually looking to buy a car? This enables you to vastly increase the efficiency of every marketing dollar compared to traditional direct marketing methods. We have over 700 million device ID connections, as well as more than 900 billion data signals available through our proprietary Data Exchange Platform.

To learn more about BDEX and what this data can do for your automotive marketing, contact us.

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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3 Ways 3rd Party Data Leads Marketing Teams Astray

Data quality is among the most common pain points associated with marketing initiatives. For teams engaged in email marketing, programmatic marketing, or other big data-driven projects, quality issues can significantly reduce results. If your organization’s efforts to produce targeted, real-time messaging are generating poor lift, it could be important to look towards your third-party data vendor as a potential source of the problem.

In best case scenarios, third-party data can allow marketing teams to develop 360-degree understanding of their target customers. However, directing dollars towards the wrong third-party vendor can actually damage efforts to programmatically generate advertising messages. If your vendor’s insights are out-of-date, generated through poor data logic or clustering technique or inaccurate, your results could be worse than if you were solely reliant on first-party insights in your data management platform (DMP). In this blog, you’ll learn the differences between data types, and how the wrong vendor can lead your team astray.

Understanding the Classes of Big Data
While sources and volume can vary significantly, there are a few terms commonly used to describe the origin of data that may be applied to a big data-driven marketing campaign. Understanding the following classifications can allow marketers to understand sources of risk in their marketing campaigns, and make the right choices about data acquisition at a large scale.

1st Party Data: These insights are generated by your company’s web, mobile, and transactional records. Typically, these insights are the most accurate, and are housed in a data management platform (DMP), which is typically integrated with a CRM.

3rd Party Data: These insights are obtained through an external data provider. The data is generally anonymized, and may be matched with your contacts in a data management platform. Vendor sources can vary significantly, but purchasing from a large-scale vendor can result in insights that are out-of-date and suffer from quality issues.

2nd-Party Data: These insights are among the most rare. 2nd-party data could originate from long-term data sharing agreements between organizations to continually combine and match profiles.

For many big data campaigns, the single biggest source of risk is 3rd-party data. When completing audience profiles with old or inaccurate insights, your audience profiles could be significantly diluted. Sources of risk in 3rd-party data quality can originate from the following factors:

1. Sourcing Methods
Third-party data vendors often have “mountains of information” available, according to Dunn & Bradstreet (D&B). However, their sourcing methods can be a bit of a mystery, even to some external representatives of the organization.

In one case study, a 3rd-party data vendors classification of “new parents” proved 10-20% inaccurate, per D&B, because it was based on individuals who’d recently purchased a certain magazine subscription. In other cases, vendor’s sourcing is based solely on online browsing cookies.
Regardless, your marketing results could be questionable if you’re not able to quickly establish each of the following with a prospective data vendor:

● Where does the data come from?
● Does the data represent online and offline behaviors?
● Do you rely on multiple data points to build audience groups?

2. Quality Assurance Methods
Quality assurance represents a major source of effort for data science teams. While purchasing third-party insights that are cleansed can provide convenience for marketing teams, your vendor’s quality standards need to be impeccable to yield gains.


Understanding your vendor’s approach to data verification, elimination of old data assets, and comparison is crucial. The best indication of data quality is results. Proof of recent conversions is the most objective way to measure third-party data assets.

3. Refreshing Methods
Generally, most data vendors “refresh” their data assets on a periodic basis, by pulling new insights into their data management platform. For vendors that source from a variety of sources, these “refreshes” may occur very occasionally, such as every several months.

In a world where consumers have access to immediate purchases via mobile devices, recent data is crucial. Insights that accurately reflected your audience’s behavior three months ago are not accurate today. Unless your vendor’s data is updated in real-time, it’s out of data.

BDEX: A New Approach to Real-Time Data Exchange
BDEX offers a first-of-it’s kind marketplace for real-time big data exchange. Instead of having to rely on third-party vendors to aggregate data from a variety of sources, brands are able to purchase insights directly from the source as they are generated. With objective, third-party scoring of conversions, prospective customers can gain peace of mind that the data is sufficiently high-quality to generate lift.
For more information on purchasing data via BDEX, click here.

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