Using BDEX to Navigate Digital Transformation on bdex.com

Using BDEX to Navigate Digital Transformation

Whether your organization’s MarTech integration efforts are going smoothly or have created a Frankenstein stack, BDEX has the third-party data solution it needs.

Global CMOs are getting stretched thin these days. On top of their traditional mandates of lead generation and brand building, they are being asked to find and implement technologies needed to extract marketing intelligence from the growing torrent of data their organizations produce each day.

The complexity and dollars involved in this digital transformation make it a high-risk/high-reward undertaking. CMOs who succeed stand to create powerful data marketing platforms, turbo charge their real-time personalization efforts and gain a step in the MarTech arms race. Those who fail, risk squandering millions of dollars in resources creating what the industry has lovingly come to call a “Frankenstein stack.”

Nearly all – 96 percent – of respondents to the Marketo 2017 Marketing Benchmark Report agreed that the task of finding and integrating MarTech solutions can distract CMOs from their primary mission of helping acquire and keep more customers.

Such is the price we pay when it comes to learning how to implement new technologies, and indications are that global brands are still in the early days of their digital transformations. CMOs, it would appear, will have to keep tabs on multi-million-dollar, multi-year IT integration projects on top of their day jobs for years to come.

Where BDEX comes in

The good news is that thanks to BDEX, CMOs and the brands they represent don’t have to miss a beat during this tumultuous period. They can rely on BDEX to fulfill all their U.S. consumer data needs whether they are halfway through their digital transformation, have completed it or plan to forego it and continue relying on agencies and other vendors for marketing data.

BDEX can say this because of how we have integrated an unparalleled network of third-party data providers with an extremely robust ID graph and uniform taxonomy to power human connectivity.

The BDEX ID Graph

These all come together via the BDEX ID Graph, which tags all data signals coming in from our partners in real-time using a uniform taxonomy that spans more than 5,500 tags and 500 industries. This enables us and our customers to query nearly a trillion real-time data signals from more than 70 data providers using the same taxonomy.

On top of this, the BDEX ID Graph constantly reviews logins, app downloads, credit card purchases, and other authenticated real-time signals to make sure the incoming data signals are matched to the right Customer ID.

We do this by building one of the industry’s largest cross-referenced libraries of email addresses, mobile device identifiers, browser cookie IDs and U.S. Postal addresses. Our library spans 800 million mobile-to-email ID and cookie-to-email matches. If someone upgrades from an iPhone 8 to a Samsung 10 or switches from a Google Pixelbook to a Microsoft Surface, the BDEX ID Graph detects it the moment the user downloads an app or logs into an authenticated account tracked by any one of our data partners.

Our use of authenticated identifiers enables 100 percent deterministic cross-device matching, which means you can have 100 percent confidence our ID graph is assigning billions of incoming data signals to the appropriate Customer ID.

The BDEX DXP

Thanks to the BDEX ID Graph and our uniform taxonomy, the BDEX Data Exchange Platform (DXP) presents 290 million consumer identities, 1.3 billion email addresses and more than 900 billion data signals in a highly searchable database.

You can peak under the hood and get a sense of how broad and deep our data is using Explore BDEX Taxonomies, our free and highly intuitive taxonomy tool.

API or batch-mode access

Thanks to our uniform taxonomy, querying this massive database is quick and easy. You can match IDs instantly (10ms response time) using a real-time API query or upload ID lists via batch mode and have IDs returned in hours.

Custom segment building

Either way, you can harness real-time data signals to build or enhance custom audience segments for programmatic advertising, personalization and other projects.

The BDEX DXP provides access to hundreds of pre-built audiences uploaded by our partners. You can use these to fast-track your own audience-building efforts or use them as is until you whip your own MarTech stack into shape.

Whether your organization’s MarTech stack ends up humming like a Lamborghini or shrieking like Frankenstein, or your organization opts to continue relying on agencies and other external vendors, it’s going to need access to third-party data. You’ll be hard-pressed to find a better one-stop shop for that than BDEX.

To learn more about how BDEX helps marketers maximize ROI, visit the BDEX solutions page.

The Value of TV Viewing Data on bdex.com

The Value of TV Viewing Data

Whether it’s knowing what your customers are watching or how to reach audiences watching certain programs, having access to TV viewing behavior can take your personalization and real-time targeting to the next level.

If you are new to the TV advertising business, it’s easy to get swept up in the hype about the targeting capabilities of smart TVs. Yes, smart TVs are being adopted rapidly and yes, they are prompting more brands to consider adding TV to their programmatic buys.

The fact Is, however, that much of the technology underlying smart TVs has been in use by the cable and satellite TV industry for decades and BDEX has been collecting data signals from tens of millions of addressable.

The BDEX Data Exchange Platform (DXP) contains more than 14 billion data points from addressable cable TV, including more than providing insight into when, how often and for how long tens of millions of U.S. consumers view hundreds of channels, genres, and shows.

A quick query of the Arts/Television industry using the

Query the Arts/Video industry and you can explore 13 and see what contact information we have for 65 million unique users who have downloaded/streamed comedy film from the Internet or the 96 million who have used pay-per-view to watch an action movie.

The BDEX DXP provides the data you need to connect with tens of millions of cable TV, satellite TV, and streaming video service customers based on their viewing habits.

This rich psychographic data can be used to refine audience segmentation or personalization whether you use programmatic TV advertising or not. In late March, a marketer could have used our data to reach 12 million people who had watched Game of Thrones in the prior four weeks via 6.3 million email addresses, 2.9 million U.S. postal address and 2.2 million smartphone IDs.

Other misconceptions

While it’s true that advertisers have been slow to exploit addressable cable TV’s programmatic capabilities, that’s due largely to three big misconceptions about programmatic TV advertising, according to Bett Hurwitz, business lead for advanced TV at Verizon Media Group. The biggest of those is the perception that due to higher CPMs, programmatic TV advertising only makes sense when trying to reach small audiences.

Hurwitz counters that insights gathered through a small amount of programmatic TV advertising can improve the ROI on linear TV ad spending. For instance, a marketer could invest five percent of their overall TV advertising budget in non-linear TV (streaming, DVR, video-on-demand, over-the-top (OTT) or mobile technology that facilitates time shifting) to find out when and what their target audience is watching. They could then use that information to spend the remainder of their TV advertising budget more wisely.

As Hurwitz points out, predictions of TVs rapid demise seem more hype than reality.

From 2010 to 2014, TV remained more effective at achieving advertisers’ KPIs than online display, paid search, print and direct marketing advertising across multiple industries, according to a comprehensive study by Neustar MarketShare sponsored by Turner Broadcasting Company and Horizon Media. Despite the rapid adoption of OTT (over-the-top) streaming services and other changes in consumer viewing habits, the study found that at similar spend levels, television’s lift was consistently 7x paid search and 3x online for the industries studied.

Amazing brand experiences

Of course, a lot has happened since 2014. Today, Google data shows that 84 percent of smartphone and tablet users use those devices while watching TV, and they’re often searching for information that’s related to what they’re watching.

Whether it’s via addressable cable and satellite boxes or smart TVs, programmatic TV empowers brands to expand their omnichannel experience in a very meaningful and scalable way. It enables marketers to send different ads to different devices in real time based on what the user is watching. A teenager and their parent could be sitting side by side on a couch watching the same program and see completely different advertising appear on their personal devices based on real-time data signals captured by BDEX partners.

BDEX provides marketers the ability to target the smartphones of 180 million digital cable subscribers based on viewing habits. That could be the 1.5 million who watched NBC Sports Fishing programs in the prior four weeks or the 99 million who watched Pawn Stars on the History channel.

BDEX is committed to building the infrastructure marketers need to power human connectivity. Call (917) 410 6616 or email us at info@bdex.com today to learn how real-time targeting, our Data Exchange Platform, and other BDEX solutions can help you put the right messages in front of the right consumers at the right time.

Using Real-Time Data to Build Brand Loyalty on bdex.com

Using Real-Time Data to Build Brand Loyalty

Customer marketing focuses on retaining and enriching the customer relationships you already have, and the more competitive your industry is, the more you are going to need real-time data.

At BDEX we talk about how we are building the data infrastructure that powers human connectivity by delivering the right insight into the right people at the right time – to close the sale. But the value of our real-time data goes far beyond that. It can be just as valuable for building customer loyalty as for audience segmentation and targeting.

In fact, learning how to integrate real-time data into customer marketing could be a great way to pull away from competitors, particularly in more mature industries where customer loyalty is critical to sustaining growth. Research from Forrester and DataStax has shown that 95 percent of companies can’t yet make sense of customer data, and thus they struggle to pull any meaningful, real-time insight out of it.

Targeted marketing vs. customer marketing

The term “customer marketing” may seem redundant since all marketing is aimed at customers. But in this context, we are using the term to refer to marketing to existing customers rather than targeting new ones.

Targeted marketing markets products or services to potential customers, not current customers based on known preferences and behavior.

Customer marketing aims to not just retain customers but keep them buying repeatedly and success hinges on integrating data that is often scattered throughout an enterprise. For instance, product marketing and management and account management, as well as the customer marketing team, need to work together to build a single customer database.

Each team on its own wouldn’t have all the information about what customers value most and what brings them the most satisfaction, all of which are factors that lead to brand loyalty. In a study from the CMO Council, almost half of marketers still fail to deliver “contextual, personalized engagements” across points of contact.

Often, marketers can get that context more quickly by partnering with high-end data exchange platform like BDEX, which aggregates and classifies billions of real-time data signals from dozens of vetted partners using a uniform taxonomy to help marketers quickly build custom audiences.

Enhancing the customer experience

The first consideration for customer marketing should be enhancing the customer experience across all touchpoints to create a seamless and immersive brand experience. This will lead to greater customer loyalty, which will lead to repeat purchases and lifelong customer relationships.

A report released from Motista showed that emotionally connected customers are much more valuable to brands overall. These loyal customers spend up to two times more than other customers, have a 306 percent higher lifetime value, and stay with a brand for 5.1 years on average.

So, how do you enhance the customer experience and foster customer loyalty in 2019?

One way is to find new ways to use real-time data to push further toward true 1:1 customer personalization.

For instance, you could layer real-time data signals available from third parties on top of your existing customer data to enhance the product recommendation engine on your online store.  Personalizing recommendations can make the difference between a returning customer making add-on purchases and abandoning their shopping cart.

Or you could make a commitment to omnichannel personalization. This involves using cross-device matching and real-time data to tailor content not just to the customer’s preferences and behavior, but to the channel being used to present a consistent and integrated customer experience. This means adjusting content to exploit the strengths of each channel, whether that be email, text messages, an online store or SERP, a mobile app, an addressable cable TV box, digital signage, smart appliances or direct mail. This capability will become more critical the more humans become enmeshed in the Internet of Things and it’s only possible when you have access to the technology listed below.

Identity resolution

Your organization likely already has a data gathering system in place. But are you using that data as much as you could be? Each data transaction should be linked to a unique customer identifier, which allows you to create a more granular picture of your customers for not just real-time personalization, higher resolution targeting, and audience management, but more omnichannel personalization.

The more data you have in your ID Graph the more you can segment your audience and personalize your content. This allows you to send different messages to potential customers and existing customers so that both groups aren’t seeing the same ads and thus becoming alienated if a message doesn’t apply to them.

Deterministic matching

Deterministic cross-device matching uses customer information like anonymized log-in data or email addresses to match connected devices to Customer IDs and it ’s essential to omnichannel personalization and integral to building a robust ID Graph.

Geofencing

Geofencing allows marketers to draw a virtual fence that will alert them any time someone enters or exits a specific area. This can be used by brands and retailers to email coupons and other content to customers once they get within a certain distance of a store or even a section of a store. The technology provides a tremendous way to connect with existing customers at or near the point of purchase.

Clickstream and POS data

Combining geofencing data with other real-time signals such as a customer’s browsing activity or brick-and-mortar purchases can provide even greater insight into customer intent. This can help you decide not only whether and how to connect with the customer, but what content to send.

The above provides just a glimpse of how real-time data can be used to enhance customer loyalty, boost customers’ lifetime value and improve your marketing ROI.

Why loyalty matters?

Research shows investors are much more likely to reward brands with repeat customers and customer loyalty with premium valuations. That’s primarily because repeat purchasers spend more, refer more people, and bring in more business, according to Bain and Company research. As any marketer knows, it’s also significantly less expensive to retain a customer than acquire a new one.

This is why more auto dealerships are now focusing their marketing efforts toward retention, rather than just target marketing. Real-time data, it turns out, can turbocharge customer loyalty just as much as customer acquisition and sales.

BDEX is committed to building the infrastructure marketers need to power human connectivity. Call (917) 410 6616 or email us at info@bdex.com today to learn how brand-building solutions from BDEX can help you put the right messages in front of the right consumers at the right time.

MarTech M&A Accelerates on bdex.com

MarTech M&A Accelerates

Could the big surge in MarTech deals last year signal the end of one wave of consolidation and the beginning of the next? Either way, it’s clear brands are more focused on harnessing data to connect with customers than ever.

In a synopsis of 465 mergers and acquisitions that took place in the advertising and marketing world last year, the consulting and publishing firm R3 Worldwide concluded that the consolidation that swept through the agency world in recent years finally spilled over, into and around the MarTech stack.

R3 estimated global M&A spending in the industry rose 144 percent to $33 billion in 2018 but noted that only 20 percent of transactions completed involved a global holding company. The overwhelming majority of growth came not from a global holding company acquiring an agency but from what R3 dubbed “unconventional buyers” targeting MarTech companies.

“M&A activity in 2018 signaled that the grand view of MarTech is becoming actualized and 2019 will be about how companies move beyond facilitating the intersection of marketing technology and management to real integration into the enterprise,” Greg Paull, principal and co-founder of R3, wrote in the report.

The activity is being driven in part by global CMOs, who after years of experience with digital marketing are opting to bring more expertise and technology in-house in a bid to extract more value from their own data and streamline sprawling – and often less-than-transparent – marketing supply chains.

Consolidation hits the MarTech Stack

In terms of targets, personalization remains front and center, as evidenced by Walter J. Thompsons merger with Wunderman. The two companies said they combined to create a one-stop, data-driven creative shop capable of meeting the needs of global brands.

“We already share many core clients, who will now have simpler access to our combined expertise,” the companies said in a joint statement announcing the merger. “And, as technology reshapes marketing, we have existing partnerships with Adobe, Amazon, Google, IBM, Microsoft, Salesforce, and SAP.”

Adobe spent $4.5 billion to acquire Marketo, while Salesforce.com acquired Cloudcraze in deals each company said was aimed at bringing MarTech to the lagging B2B sphere. Forrester predicts that U.S. B2B commerce will grow from $889 billion today to $1.2 trillion by 2021.

“The imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences,” Adobe’s Executive Vice President and General Manager Brad Renche said of the $4.5 billion deal to acquire Marketo. “The acquisition of Marketo widens Adobe’s lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing.”

Salesforce also gobbled up Mulesoft to help companies unlock data across legacy systems, cloud apps and devices; as well as Rebel, which allows brands to “turn emails into an extension of their website or app – collecting data, removing friction from the conversion process, and enhancing the customer experience.”

Smaller, but potential seminal deals included Singapore-based InMobi’s decision to acquire Reserve for $90 million and as part of its plan to launch the world’s first, largest and most transparent in-app and video programmatic exchange.

What do these M&As signify for the industry?

The deals signaled an acceleration of consolidation in the MarTech space being driven in large part by global CMOs eager to rationalize their marketing supply chains. Clearly, investors have heard their plaints and are rushing to stitch together companies that can provide integrated solutions spanning the entire length of the customer journey from content marketing to programmatic advertising, check out and customer loyalty programs.

The quest for ever deeper levels of personalization was apparent in both the Adobe and the Wunderman Thompsons deals, which hinge in part on the bet that data can be used in new ways to not just automate marketing but inspire creativity.

The BDX data difference

The one thing all these deals have in common, of course, is that they will either add to the volume of third-party data or rely on it to succeed.

As one of the world’s first data exchange platforms, BDEX stands ready to help marketers access the best of that data as inexpensively, quickly and easily as possible. Our 100 percent deterministic cross-device matching and a uniform taxonomy spanning more than 5,000 industry categories enable us to verify and aggregate more than 900 billion data signals generated by tens of millions of U.S. consumers in real time.

We do this so marketers can focus more on marketing and less on scrubbing data – or who owns which layers of their marketing stack.

Why not call 917-410-6616 or contact us today to see how BDEX is building the infrastructure for human connectivity that can help take your personalization, real-time targeting and other marketing initiatives to the next level.