5 Ways 5G Will Affect Data-Driven Marketing on bdex.com

5 Ways 5G Will Affect Data-Driven Marketing

With the next generation of wireless technology expected to accelerate device proliferation, marketers need 100 percent deterministic cross-device matching more than ever.

A little girl rides her tricycle in her home, and as she passes a glass window, an illustration of a friendly monster appears. A fashion designer uses an AR-enabled screen to create his latest work. A group of gamers immerses themselves in an all-out virtual battle on their mobile phones…

If you didn’t see the Samsung ad that first appeared during the Super Bowl earlier this year, these images might seem like far-off fantasies, but with 5G on the horizon, they will soon become a reality.

For marketers, the opportunities 5G will bring are nearly endless. Here are just a few examples.

New marketing mediums will emerge

The proliferation of mobile devices has allowed people across the United States and around the world to access the internet, but not everyone with a smartphone enjoys the same level of connectivity. While they can typically browse the web or watch a short video, a host of problems, from a lack of bandwidth to latency, can keep these users from actively engaging in the content they consume.

The arrival of 5G will give mobile marketers the opportunity to create immersive user experiences like they never have before. Think interactive mobile games that allow users to talk and see each other in real time or AR-enabled apps from brands and retailers that allow users to try on clothes in the comfort of their home.

5G will make waves outside of the mobile space too. Better wireless internet will lead to better location intelligence, allowing marketers to geo-target potential customers with coupons, store updates, and more relevant marketing material with greater precision. In other words, getting the right message to the right customer at the right time—the goal of any marketing campaign—will finally be possible on a broader scale.

Of course, these scenarios are only a few examples of how marketers can create bigger, better campaigns and user experiences with 5G. Only time will tell how marketers take advantage of 5G once it’s widely available.

Marketers will have access to more real-time data

5G will boost network speeds from about 100 megabits per second to 10 gigabits per second, nearly 100 times faster than what is available through 4G now. Increased network speeds, along with increased bandwidth, will enable retailers and brands to collaborate in new ways.

Adweek predicts 5G will disrupt retailing by enabling in-store purchases via AR mirrors, distribution of long-form video content via MMS, foldable multi-screen devices and even location-based delivery.

Programmatic advertising will get a revamp

We’ve discussed how 5G will open up new avenues for data-driven marketing campaigns, but the current programmatic advertising infrastructure will also change as demand grows.

Open X, a programmatic advertising company, says it currently handles 100 billion ad requests per day. That number may seem high, but when 5G arrives, brands, retailers, and other companies will request programmatic ads even more. Advertisements will load faster and richer audio and video experiences will be possible, giving brands even more reason to invest in programmatic advertising.

Programmatic advertising costs could change as well. More demand could lead to higher prices, but advertisers and publishers also predict there will be more ad formats and pricing options to choose from as well.

Marketing across multiple devices will be a must

With 5G, more consumers will access the internet on more devices at the same time. While the interaction between devices includes smartphones, desktop, and laptops, smart home and voice-enabled devices powered by the IoT will be accessed more frequently as well.

To reach users across all their devices, marketers will have to identify them. Tools like BDEX’s ID Graph, which uses 100 percent deterministic cross-device matching, will become indispensable.

Marketers that fail to prepare could get left in the dust

It’s important to recognize that even though 5G is expected to change how marketers approach data-driven marketing, it will take years to reach the average consumer. In its downloadable report “The 5G era in the US,” the GSMA estimates 5G won’t become the leading mobile network technology in the United States until 2025 when it’s expected to account for about half of mobile connects.

That gives marketers plenty of time to prepare. Whether your company is a startup or a multi-million dollar establishment, the BDEX DXP has an audience and other datasets across more than 500 industries, making it an ideal resource for marketers who want to get ahead and start reaching more potential customers now.

By combining the functionality and reach of a traditional DMP in a true marketplace environment, BDEX enables companies to create and target audiences like never before. Contact us today to learn more.

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.

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.

How e Put Marketers in the Driver’s Seat on bdex.com

How We Put Marketers in the Driver’s Seat

BDEX has structured its business around customers’ needs from the beginning by enabling them to find and buy only the data they need and nothing more.

We’ve previously discussed how BDEX is not a typical data company, and one of the reasons for this is because we strive to give our customers the most useful and relevant data possible. But we also pride ourselves on offering the best service and support to everyone we work with. We accomplish this by taking a personalized approach that focuses on these areas:

Explore BDEX Taxonomy

We created Explore BDEX Taxonomy so you can explore our vast database, including nearly 1 trillion constantly refreshing real-time data signals at your convenience. This enables you to determine whether we have what you are looking for without having to pick up the phone to call us. Read more about how the BDEX taxonomy tool can be used here.

Custom data feeds

When you find what you are looking for – and we are very confident you will – you can schedule an exploratory consultation. BDEX data analysts will sit in on the call to ensure they understand how you define the key steps in your target customer’s path to purchase. We understand that you know your customers better than anyone, as well as the data signals that show they’re ready to buy. Our job is to translate that information into a data feed that meets your needs.

Omnisource IQ

The next step involves using our proprietary Omnisource IQ© process to scour billions of real-time data signals to determine not only which consumers are good prospects but exactly where they are in their path to purchase so you can decide whether, when and how to contact them. We do this with our unmatched, 100 percent-deterministic cross-device matching as well as data on what products consumers have purchased and visited from brick-and-mortar stores via point-of-sale systems and geofencing data provided by our more than 70 partners. Omnisource IQ© is our secret sauce and your secret weapon and its constantly being refreshed.

A subscription model

Most data companies are eager to please before you make a purchase, but once you do, their customer support can be underwhelming. Not BDEX. With our subscription model, you can get access to data whenever you need it and only pay for what you use.

If you need to reach people who live or work in downtown Pittsburgh who are actively shopping for a new home, you get to determine what “new” and “searched” mean using the BDEX Targeting Module.

If you are only interested in people who have physically visited specific subdivisions in the last month, there is no need to buy records on the thousands who merely searched for new homes on the web in the last month. This may sound a little complicated, but with an intuitive interface and many download options, we’ve made our service extremely easy to use.

Again, the feed we set up for you will constantly be updated with thousands of real-time data signals every month to provide you an authoritative view of your in-funnel customers. Our data experts can even set up automatic alerts based on criteria you select to notify you when an actionable selling opportunity arises.

Data as a Service

With traditional online advertising, you pay for every ad impression, as well as the data used for that impression. But with our Data as a Service (DaaS) solutions, you will get all of the data you need at one cost, and you can then upload your custom audience into almost any ad platform. At that point, you will be able to market to them and only pay for the ad impressions from then on. Instead of a cost per impression, we provide you with a fixed cost.

The bottom line

BDEX has structured its business around customers needs from the beginning in a bid to create a new kind of company. We know you know your customers better than we do. Our role is to help you connect with them with unprecedented precision by delivering the right insight into the right people at the right time so you can close the sale.  Our mission is not to just to sell data but to build a data infrastructure that powers human connectivity and we believe our success hinges as much on the quality of our customer service and support as our data.

This is why so many leading companies have chosen BDEX to fulfill their marketing data needs across so many industries, including:

Media – We help multi-platform media companies reach consumers on all their devices.

Franchises – We give franchisees the ability to find out who is visiting their competitors so they can convert those consumers into their own customers.

RetailersThe BDEX Targeting Module enables brands to select any data attributes, combine them, and select the quality, age and price of each and every data element.

Get in touch with BDEX today to learn how you can take your data marketing to the next level by connecting with consumers like never before.

Get the Data You Need at One Price

When choosing a data service, businesses may consider factors including the amount and variety of data a provider offers. But the most important question always comes down to money: How much will this cost?

One Data Solution, One Price

DMPs are notorious for their steep monthly service fees, and while there are hundreds of online advertising platforms, most of them handle pricing based on a CPM, or cost per thousand, basis. And as we mentioned in one of our latest posts, it can be difficult to determine if the right consumers are noticing your ads.

With BDEX’s DaaS solution, businesses can access BDEX’s marketplace and obtain data services for a fixed, low monthly cost. No longer wonder if your impressions will turn into conversions—know your target customer.

Shop Our Marketplace

Whether your company needs email, mobile, or cookie-based data, BDEX has the tools to target consumers across all channels. And with over 780 billion data points and 5,500 categories, businesses of all kinds can find relevant data in our DXP.

Go Ahead, Hit Refresh

BDEX has an abundance of traditional audience and real-time data available. And unlike most online marketing services, BDEX separates the cost of the data from the ad. In other words, if your company buys data from us, it’s yours to keep. Use it once or multiple times without paying every time you publish a new campaign.

BDEX is helping businesses of all sizes, including franchises and dealerships, target and serve their customers. We offer a variety of services, from shopping cart retargeting to geofencing, to DaaS solutions. Learn more on our website or email us at info@bdex.com.

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