Big Data Trends to Watch in 2019 on bdex.com

Big Data Trends to Watch in 2019

Artificial intelligence and innovations like BDEX Cross-Device Matching will enable marketers to take content personalization and in-store marketing to new levels and open vast stores of unstructured data for mining.

Saying big data means a big business has never been more accurate. Worldwide, revenues for big data and business analytics solutions are projected to hit $166 billion this year and $260 billion by 2022, led by U.S demand.

Today, data signals come from both the physical and digital worlds to bring unprecedented insight into not just which customers are in the sales funnel, but where they are in the funnel. 2019 is shaping up as another big year of growth for BDEX as word spreads of the superiority of our platform and customer service. We expect our approach will continue to win customers and raise standards across the data marketing industry.

In the meantime, here are some other data marketing trends that could gain steam in 2019.

Harvesting voice search

Audio recognition has come a long way since IBM’s Shoebox in 1962. Gartner predicts that voice search technology could boost digital commerce revenue by 30 percent in the next few years. Starbucks has added voice ordering capabilities to its iOS app to the Amazon Alexa platform to help customers place their orders.

Over 66 million Americans are expected to be using audio recognition by 2019 and generating billions, if not trillions of data points as a result. That’s not surprising given that 33 million Amazon Echo, Google Home, and other voice-first devices are expected to be in use by the end of 2018.

Honing location-based marketing

Thanks to geofencing and BDEX Cross-Device Matching, brands can know when a consumer who was shopping for their products online four days ago is in or near a point of sale. That means they can send coupons and other advertising directly to a target customer’s smartphone or other mobile devices to help close the sale or inspire an add-on sale.  BDEX is committed to developing the infrastructure that enables brands to sustain their conversations with consumers throughout their path to purchase, whether that is online, near or in a store. If you missed it, read this recent  BDEX blog post about the vast potential of location-based marketing and why Ralph Lauren, McDonald’s and Walmart are investing in it.

AI enabled in-store marketing

Consumers will begin consenting to have their faces scanned so they can participate in loyalty rewards programs such as coupons, express checkout lines and other levels of service enabled by artificial intelligence, predicts one executive quoted by Forbes.com contributor Gil Press in the Forbes.com article “120 AI Predictions for 2019.” Other predictions in the article include the growing use of AI to mine in-store video for customer insights that could lead to more frequent floor changes and determine what content works best at what point in the sales funnel. Adobe Analytics is among the companies leading the charge when it comes to using AI to sift through trillions of signals to determine what content works best at each stage of the consumer’s path to purchase. Such technology will enable new levels of content personalization in 2019.

Dark data and the rise of CDOs

Advances in applying AI will be critical mining dark data, or the vast stores of unstructured data stored on corporate servers that can’t be utilized for marketing or other purposes until its tagged and organized. Businesses that find ways to economically structure and exploit that data will gain a key competitive advantage, so expect more to name chief digital officers, or CDOs in 2019. Organizations with a CDO could gain an edge over their competition by collecting and monetizing their dark data to a far more effective degree and BDEX stands ready to help them.

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 Cross-Device Matching and other BDEX solutions can help you put the right messages in front of the right consumers at the right time.

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

The Future of Data Promises the Perfect In-Store Marketing Experience on bdex.com

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

Data-driven solutions taking shape on the shop floor will match gender, age, ethnicity, and shopping habits to what’s on offer now

The days of aimlessly wandering the store in search of a deal or a “you” item look to soon be over. Brick and mortar retailers are embracing the latest in data technology to recognize and serve visitors like never before. Device matching, real-time targeting, and even budding facial recognition tech are eroding the notion of searching for a new customer. It’s now possible to know someone who wants to buy the moment they walk in.

How real-time data provides the most actionable marketing possible

Speed of transmission and lack of detail were two old enemies of in-store marketing. They’re becoming obsolete in an era where almost the instant a customer expresses an interest in/buys a product, a retailer can be notified and be able to target that individual with relevant content.

How is this possible? Smart uses of data like device matching and geofencing are two methods which create a purchasing portrait of prospects across every major demographic. Device matching with BDEX allows retailers to market to consumers across multiple devices and channels as the data link a consumer’s search/purchase activity via mobile, email, social media, and other avenues.

Geofencing creates a data map of all the physical retail locations a potential prospect has visited. This is useful because it shows they’re actively and physically searching for an item or service. Internet browsing data is valuable, but geofencing further isolates a consumer who’s actually visited a certain type of business. This is one of the reasons why BDEX data can drive and support in-store marketing so effectively.

We repeatedly test our data to authenticate its accuracy and currency to sidestep the pitfalls of outdated or “too broad” data – and we enable our customers to buy only the data they need. Our tailored approach allows retailers to create a dynamically-informed marketing effort that never sleeps. Actionable prospects can be marketed to in their home, via their mobile device on the go, and even when they visit your location.

The latest in-store marketing is a customer service gold mine

When a prospect has entered a store, data has the potential to really close a sale. Modern digital signage can be updated on a single screen or storewide to display offers relevant to specific viewers. Imagine a scenario where a prospect checks in and you know exactly whom is watching your in-store screen – and precisely what they’d been browsing only an hour before.

Interactive digital displays provide the same tactile satisfaction as customer cell phones or other touchscreen devices. In fact, this in-store marketing sector is set to exceed $20 billion by 2024. Nevertheless, all the digital signs in the world are just flashy eye-catchers without being powered by actionable data.

Who’s marketing in-store and why it’s working

Ralph Lauren has integrated in-store digital into their changing rooms to powerful effect. Embracing this kind of innovation has provided real-time data on customer purchases (or lack thereof) and tripled their sales forecast while increasing customer engagement by 90%. McDonald’s is realizing the potential of onsite touch screens as an alternative to face to face orders. They’re also reviewing cell phone ordering, along with other chains that have successfully implemented the technology.

The supermarket sector (including the Walmart brand) understands how data is vital to staying competitive. They’re using it to engage in-store customers in a personal manner. The retail giant has even registered multiple patents to take their data-driven marketing into the future, an effort that sees them calculating 2.5 petabytes of data … every hour!

Clearly, the potential for data-driven in-store marketing is vast. Customers engaged by relevant, real-time data will interact further with your brand, providing even more data to enrich your understanding of that customer’s needs and build a lasting relationship. Current and future technology will allow stores and customers to connect at every point on the retail journey – from first thought to final checkout.

BDEX is 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. You can call at (917) 410 – 6616 or email us at info@bdex.com

AI on Target to Change the Way We Market on bdex.com

AI on Target to Change the Way We Market

6 ways artificial intelligence could impact target marketing

Artificial intelligence (AI) is one of the most talked about and promising technologies today. While many individuals think it still exists mainly in the realm of science fiction, AI is actually very much part of the real world now. It’s becoming increasingly more sophisticated and the number of industries using the technology is growing, including professionals in marketing and advertising.

First, what is artificial intelligence exactly?

Artificial intelligence is widely misunderstood, mainly due to Hollywood movies featuring robots that try to take over the world. Think The Terminator or HAL from 2001: A Space Odyssey. In today’s actual, practical applications, AI technology makes it possible for machines to “learn” discrete tasks much as humans do. Think with Google describes it this way: “Artificial intelligence is the study of how to make machines intelligent or capable of solving problems as well as people … with machine learning, we teach computers to learn without having to program them with a rigid set of rules.”

Here are 6 promising ways AI is (or will be) used in marketing and advertising:

1.  AI can be used to create customizable ad campaigns

AI is a tool that will allow marketers to tailor ad campaigns based on consumer intent at the moment. “We’re getting closer to the point where campaigns and customer interactions can be made more relevant end-to-end – from planning to creative messaging to media targeting to the retail experience,” according to Think with Google.

BDEX already has the technology to target customer behavior based on real-time data such as online searches, geofencing, and in-store POS purchases. When this data interface with full-developed AI, what you do with it will become automatic.

2.  AI can allow you to set up custom ad impressions

AI is already present in marketing tools that use custom algorithms to increase the number and relevancy of impressions that are served to potential consumers online. By using historical data and online search data, programs learn to predict consumer behavior and then automatically show ads that are most relevant to prospects at that time.

3.  AI can help you create programmatic advertising

Programmatic advertising is a promising new technology that has a lot of marketers excited. This tool allows you to buy digital advertising space automatically after AI analyzes data to determine which ads to buy. Demand-side platform (DSP) and supply-side platform (SSP) work together to match the right ad to the right audience. AI can analyze online behavior to create an instantaneous campaign that is optimized to a specific user.

4.  AI can create responsive search ads

Along with customizable and programmed ads, AI can also be used to create something called responsive search ads. It’s a technology being employed by the Google Marketing Platform. You submit 3-15 different ad layouts, along with meta-descriptions for each ad. Google will combine their data with your ad parameters and use it to determine which ad should be displayed for a particular user. The ad that’s displayed is different for everyone, as it’s based on his or her search history, habits, and preferences.

5.  AI can help create and curate ad campaign content

Although it’s hard to imagine a computer coming up with creative ideas, it has been done successfully. “Toyota recently started to create AI-generated ads …They were able to generate a system that created realistic-sounding lines that they were able to implement in their marketing,” reports Target Marketing Magazine.

AI can also be used to create visual content, such as videos, commercials, and in-store promotions displayed on digital screens.

6.  AI can help you test different ad campaigns

AI is capable of automating complex tasks like A/B testing to gauge the effectiveness of various marketing campaigns. It can get feedback in many different ways and formats and then determine the success or failure of a specific campaign based on a vast array of metrics. This same concept can also be applied to data that is supplied by BDEX. Our customers often want to be able to adjust their marketing campaigns based on different data signals; let’s say you choose four different data signals and run unique campaigns based on each segment. You can monitor the performance of each campaign and then use algorithms to decide which one is working the best for each data source. The essential promise of AI is that it can iteratively learn which data signals are the best predictors of behavior and the success of a campaign – at a much higher volume and a much faster pace, automatically.

Artificial intelligence is technology that is changing the way marketers and advertisers interact with and reach potential consumers. Some of it is future tech, while much of it is being used now.

BDEX also offers new and innovative ways to reach your target audience through the use of comprehensive, real-time data. Contact us to today to learn more.

The Ins and Outs of Our Data Exchange Platform (DXP) on bdex.com

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

And how it saves companies time and money while supercharging marketing campaigns

These days, you can’t throw a rock without hitting data (or at least somebody talking about data). And data fusion has become a common buzzword in business, and especially with marketing.

While it’s true that modern data collection and analysis are essential when it comes to targeting prospects, there are a number of things that have to be considered. First of all, the data has to be relevant and actionable in order to be useful. On top of that, it has to be easy to obtain, understand, and utilize. Many data companies fall well short in all of these regards, which is one of the reasons many businesses turn to BDEX.

Out with the old

The traditional way for companies to get data and leverage it in-house is to buy it from several different places and then have data scientists aggregate it. This involves investing in a platform and paying database administrators and analysts to store, manage, and make sense of it. Once the data goes into one of these platforms, companies have to verify and cross-reference it across consumer identities and disparate sources. Not only does this involve a significant amount of work and expense, this inefficient method doesn’t always produce the best results – or leverage the best sources.

In with the new

With our Data Exchange Platform (DXP), we aggregate the best data sources while saving our customers a lot of time and money. The main reason the DXP is so powerful is due to the uniform taxonomy we’ve built.  When data comes into the platform from dozens or even hundreds of different sources, immediately it gets sorted, verified, and otherwise aggregated. Plus, because of our device graph – which is one of the most extensive in the U.S. – we can take data from any source and unify devices at the consumer level. All of this allows users to search all of the sources across more than 5,000 categories with a single query.

Always authentic data

Another unique aspect of the DXP is that we can authenticate the data. In many instances, the same data comes from a variety of different sources, which can result in incomplete or wrong examples of information. For example, one source may say that someone is male, while another says they’re female. But we have the ability to fully authenticate the quality of the data by looking at numerous sources that say the same things – separating them from those that don’t.

Access to millions of consumers and billions of their emails and devices

Our DXP is essentially a one-stop shop for all data needs. We give companies access to 290 million consumer identities and around 1.3 billion email addresses. We also have more than a billion device IDs. This means that even if someone regularly uses more than one device, through cross-device matching, we will know which ones are linked to a specific person.

Get the most out of your 2019 marketing budget

Marketing often takes up a large chunk of company budgets and it’s often inefficient – but actionable, highly-detailed data that targets prospects whom are currently looking to purchase your product or service get the most out of this spend. If you’re putting together your marketing plan for 2019, let BDEX help you find the individuals who are ready to buy. Get in touch with us now to learn about everything we offer.