The Value of the BDEX ID Graph on bdex.com

The Value of the BDEX ID Graph

How our ID graph uses deterministic matching to power human connectivity

One of the great ironies of digital marketing in recent years has been that device proliferation has actually made it more difficult to market to people. Cisco recently estimated that on average, there will be 13 networked devices per person in North America by 2021. Most Americans already use cable modems, wireless routers, smartphones, tablets, laptops, and smart TVs at home and millions will add voice assistants and connected appliances in the coming years. And that’s just at home. Many also shop from the office using desktops or from the field using work-issued mobile phones.

If you don’t know how to connect cookies, mobile IDs and other device IDs to a Customer ID, how can you chart your customer’s path to purchase? How do you know whether you are reaching 13 people or just one switching between multiple devices? How do you know whether you are squandering your advertising budget?

Enter identity resolution

The answer is “Identity resolution,” which can enable brands to control who gets what message with much more precision. Consider cable television companies who want to offer discounts to entice new subscribers without alienating existing subscribers. Identity resolution could help them suppress their ads to existing customers.

This is why Forrester Research declared identity resolution the next battleground of corporate marketing in a recent report called “The Strategic Role of Identity Resolution.” It’s also why BDEX has built the most comprehensive, accurate and up-to-date Identity Graph, or ID Graph,  in the industry.

Of course, as MarTech Today explains, not all ID graphs are created equal.

Deterministic matching

At BDEX, we’ve built ours using deterministic matching, which uses authenticated customer information, such as anonymized log-in data, email addresses, and credit card purchases to match and recognize individuals regardless of which device they are using. For example, if someone uses their email to download an app or log into a website using a new iPhone, our ID graph knows to attribute that device to the Customer ID. This allows BDEX to assure customers that our device matching is 100 percent accurate.

By contrast, many ID Graphs use probabilistic matching, which calculates the probability of a user being connected to devices based on IP address, device type, browser type, location, operating system, and other data signals. While it can be used to analyze more data more quickly, probabilistic matching is not perfectly accurate.

The gold standard of identity resolution

Many deem deterministic matching the gold standard of identity resolution and at BDEX we consider ourselves the gold standard of deterministic matching. Our data platform contains more than 800 million mobile-to-email ID connections thanks to more than 70 partnerships with app developers and other primary data sources.

This means you can send us a batch of Customer IDs and we will return a list of matching device IDs within hours. Our subscribing customers can query our ID Graph in real-time to see all the devices attributable to their target customers in milliseconds. They can match a single ID or all their IDs in a single query and pay only for the matching IDs returned.

BDEX manages more than 800 million mobile IDs, 1 trillion real-time data sets and 1.3 billion email hashes. That makes us the largest ID supplier in the United States and explains why some of the biggest brands in marketing – NBC Universal, LiveRamp and more – come to us for identity resolution.

Anyone can sell you data, but only BDEX can provide the identity resolution needed to power human connectivity and get the most out of your marketing dollar.

To learn more about how BDEX can help you with Cross-Device Matching email us at infor@bdex.com or just fill out our online contact form.

2018 Year in Review. Data Overload on bdex.com

2018 Year in Review. Data Overload

The proliferation of unstructured data seen this year is poised to accelerate in 2019 and BDEX stands ready with an infrastructure built to power human connectivity.

One of the recurring themes to emerge in 2018 was data overload. The ability of humans to generate data continued to outstrip our ability to understand and act on it. In 2019, there will be the additional challenge of structuring the growing torrent of data from so many disparate sources.

Amid all the excitement about the convergence of Big Data, Artificial Intelligence (AI) and the Internet of Things (IoT), however, some still ask if all the data is going to make us any smarter?  Is it really going to make marketing more efficient, more precise, more effective?

At BDEX we are confident it will because we have spent the last five years building a proprietary data infrastructure to power human connectivity. Today, our platform tracks more 800 million connections between email and mobile IDs and cookie and email IDs to make sure we can connect our customers to the right people on the right device at the right time. We have curated more than 5,500 data classifications that enable our analysts to produce targeted customer lists with unprecedented accuracy, granularity, and speed.

We see the value of these investments being validated every day in the marketplace. As 2018 draws to a close, it seems like a good time to review how and why we have built our infrastructure and what marketers can do with it. So here is a curated list of some of the articles we published on our blog last year.

We look forward to publishing new articles next year and will strive to make them as accurate, timely and actionable as our data. Stay tuned.

The BDEX advantage

BDEX is Not a Typical Marketing Data Company

The BDEX Data Difference

The Ins and Outs of Our Data Exchange Platform (DXP)

Why a Subscription Model Makes Sense for Targeted Marketing Data

How BDEX powers human connectivity

Find Your Ideal Customers with Our Taxonomy Explorer Tool

Device-Matching Connects Customers with Devices – and Businesses with Sales

Getting the Channel Mix Right in Target Marketing

Which Vehicles Will Drive the Success of Your Marketing Campaign?

How specific industries use BDEX to connect

Data-Driven Direct Marketing for Auto Dealers

Customer Targeting Made Easier for Media Companies

How Can Retailers Better Target Customers?

Automotive Marketing Case Study: Maher Chevrolet

How BDEX sees the future

AI on Target to Change the Way We Market

The Future of Data Promises the Perfect In-Store Marketing Experience