Identity Resolution Demystified: What is Data Onboarding?

Every marketer wants to reach the right person at the right time on the right channel. Right?

To do that, you need to create a unified customer journey across channels, and one way to do that is with data onboarding.

Data onboarding is the process of uploading offline, first-party data to the online environment to match with digital identifiers.

That offline data could come from sources like in-store purchases, research, surveys, loyalty programs, and CRMs. Data onboarding allows you to resolve customer identities using this offline information, making the process an important part of your brand’s overall success.

How does it work?

For data onboarding, a match must be performed between the brand’s database and the identity resolution vendor’s ID graph. To see if there are matches between the offline data a brand has, they must first upload terrestrial identifiers, such as:

  • Emails
  • Postal addresses
  • Names
  • Phone numbers

Then, the identity vendor stitches them together into a single profile using an identity graph, matching the data with online identifiers and device IDs. Once those connections are formed, brands can create addressable audience segments from that matched data to better reach consumers with targeted campaigns.

You can use these campaigns across channels and devices, like through social media, email marketing, and wherever your audience is found.

Benefits of data onboarding

Identity graphs often use second- and third-party data to enrich first-party data for tighter segmenting and more sophisticated look-alike modeling. And the first step to unifying that is with the online data you already have.

Besides the main pro of resolving customer identities, here are a few others things data onboarding allows you to do:

  • Create highly targeted, personalized marketing campaigns to enhance their experience
  • Achieve a 360-degree view of customers
  • Retarget offline customers in an online environment
  • Have an omnichannel marketing experience
  • Expand your customer base
  • Create campaigns based on real-time insights from your audience

The better you’re able to connect your offline and online data, the better you can provide a brand experience your audience will engage with.

Connect the dots

If you’re already spending the time and resources to build your customer base, why wouldn’t you make the most of that effort by incorporating data onboarding? It only makes sense to take that next step with your current data. The more data you have, the better you can reach your desired audience.

Data onboarding brings online connectivity to its offline customers, which will continue to become more important as we move toward a post-cookie future. It allows you to create a single customer view — providing value to both your brand and consumers. 

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