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

5 Ways 5G Will Affect Data-Driven Marketing
April 17, 2019| | in category analysis methods, bdex, Big Data, business, buy data, daas, Data Exchange Platform, Data Industry News, data management platform, data marketplace, Data Vendors, digital marketing, direct mail targeting, Email Marketing, First Party Data, in-market data, IT, linear analysis, location-based data, Mobile Marketing, Real Time Data, sell data, Thick Data, Third party Data, Web Design, Web Hosting Comments Off on 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.

Learn More
The Martech Training Boom on bdex.com

The Martech Training Boom
April 10, 2019| | in category analysis methods, Analytics, bdex, Big Data, business, buy data, custom segment building, Data Exchange Platform, Data Industry News, data management platform, digital marketing, Direct mail, email retargeting, First Party Data, in-market data, Internet of Things, Launch Advertising, location-based data, Mobile Marketing, Real Time Data, sell data, Thick Data, Third party Data, Web Design, Web Hosting Comments Off on The Martech Training Boom

The Martech arms race is creating tremendous demand for trained and certified digital marketing professionals. Trade organizations, for-profit companies, colleges, and universities are responding with a growing array of online and in-person options.

One of the primary challenges facing CMOs today is developing in-house digital marketing expertise needed to harness the power of in-house and third-party data.

Many companies are working to bring core data marketing technologies as well as digital marketing and advertising functions in-house. The effort will require not only spending billions of dollars on IT infrastructure but training or recruiting thousands of employees needed to build, maintain and run highly complex and often AI-enabled systems.

Marketers need new skills

A traditional marketing or advertising education consists of a bachelor’s degree in advertising, marketing, or journalism, with classes on consumer behavior, market research, sales, and the like. As marketing has become increasingly data-driven, marketers must continually build upon that foundation by becoming fluent in a wide and rapidly changing array of technologies and platforms.

Today’s marketing ecosystem is complex and poised to get more so as data continues to grow exponentially. In 2019, digital voice assistants and smart TVs will swell the amount of real-time data signals available to marketers. As the torrent of consumer data grows, companies need employees who can decide which data matter and how to integrate it into an increasingly complex data marketing infrastructure and strategy.

To stay competitive, CMOs are increasingly turning towards training and certification programs. Below we highlight just a few being offered by reputable trade organizations, companies, and academic institutions.

MarTech® Conference Workshops

MarTech® offers a variety of workshops at its conferences designed to provide marketers a deep dive into such topics as agile marketing, customer data platforms, buying marketing technology, creating connected experiences, or building a marketing team with talent optimization. Workshops offered at MarTech’s recently concluded conference in San Jose, California included “The Right Way to Buy Marketing Technology,” “Using CDP to Make the Most of Your Customer Data,” and “Agile Marketing Advantage.” The company’s next conference, MarTech® East, is scheduled to take place in Boston in September 2019.

IAB training certifications

The Interactive Advertising Bureau (IAB) offers certifications in Digital Media Sales, Digital Media Buying and Planning and Digital Ad Operations.

More than 9,500 participants representing more than 300 publishers, agencies, and ad technology vendors have enrolled in IAB’s certification programs since they were established in 2012. Many of the nation’s leading media companies—including AOL, Bloomberg, CBS Interactive, Collective, Condé Nast, Discovery Communications, NBCUniversal, Time Inc., Time Warner Cable Media, and Tremor Video—have pledged to have all eligible digital sellers across their organizations become IAB-certified.

The Digital Media Sales and Digital Ad Operations programs earned the American National Standard Institute’s (ANSI) first accreditation in digital advertising in 2015. The ANSI accreditation process, based on international benchmarks, increases the integrity, confidence, and mobility of certified professionals, and represents the highest standard in personnel certification.

Shoptalk

Shoptalk launched two education initiatives at its 2019 conference, which drew 8,400 people to Las Vegas from March 3-6. The first is a standardized set of sessions referred to as Shoptalk’s Core Curriculum, which covers many of the fundamentals of retail and will be repeated annually with updated perspectives and examples.

Shoptalk also launched an Annual Retail Education Certificate which is awarded to those individuals who complete 10 credits of continuing education at Shoptalk conferences. This certificate helps recipients distinguish themselves at a time when there is a significant divide in retail industry professionals’ knowledge of digital innovation.

Collegiate degree and certificate programs

A growing number of academic institutions are offering certification programs, ranging from community colleges to elite business schools such as Wharton at the University of Pennsylvania and the Kellogg School of Management at Northwestern.

Duke University has partnered with Simplilearn, an online training provider, to deliver a curriculum that provides students with advanced knowledge of the eight most important digital marketing domains and includes real-world projects and virtual simulations for practical experience. The program offers hands-on simulation labs and projects for practical learning with 350 combined instruction/study hours. Completion of the program meets the course criteria to sit for the Online Marketing Certified Professional certification exam.

As one of the world’s first data exchange platforms, BDEX is dedicated to building the infrastructure to power human connectivity. Contact us today to learn how we marketers access the best third-party data inexpensively, quickly and easily.

Learn More
Using BDEX to Navigate Digital Transformation on bdex.com

Using BDEX to Navigate Digital Transformation
March 27, 2019| | in category analysis methods, bdex, Big Data, business, buy data, daas, Data Exchange Platform, Data Industry News, data marketplace, Data Vendors, digital marketing, Email Marketing, email retargeting, geofencing, in-market data, Internet of Things, IT, Launch Advertising, location-based data, Mobile Marketing, Real Time Data, sell data, Thick Data, Third party Data, Web Design, Web Hosting, website re-targeting Comments Off on 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.

Learn More
The Value of TV Viewing Data on bdex.com

The Value of TV Viewing Data
March 20, 2019| | in category analysis methods, Analytics, bdex, Big Data, business, buy data, Data Exchange Platform, Data Industry News, data management platform, data marketplace, Data Vendors, direct mail targeting, Email Marketing, First Party Data, in-market data, Internet of Things, location-based data, Real Time Data, sell data, Thick Data, Third party Data, Web Design, website re-targeting Comments Off on 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.

Learn More
10 Reasons Programmatic Keeps Rolling on bdex.com

10 Reasons Programmatic Keeps Rolling
February 20, 2019| | in category analysis methods, Analytics, bdex, Big Data, business, buy data, Data Exchange Platform, Data Industry News, data marketplace, Data Vendors, digital marketing, Email Marketing, First Party Data, in-market data, Internet of Things, Mobile Marketing, Real Time Data, Thick Data, Third party Data, Web Design, website re-targeting Comments Off on 10 Reasons Programmatic Keeps Rolling

The expansion of programmatic advertising into the TV, out-of-home and other channels will only increase the need for reliable, real-time, third-party data.

It’s only natural that programmatic advertising has become the driving force behind digital display ads and is now spreading rapidly to out-of-home, television and other channels.

After all, the ability to put your message in front of a person based on what they are doing that moment has long been the Holy Grail of marketing. We may not be there yet, but we are dramatically closer than five years ago and getting closer every day thanks to the MarTech boom.

Not too long ago, online display advertising remained a labor-intensive process that required a request for proposal (RFP), negotiations back and forth between representatives, and manual insertion orders. Programmatic advertising simplifies the process through an automated process that enables computers to use data to decide which ads to buy and how much to pay for them based on real-time data signals generated by millions of connected devices. Generally, brands or their representatives use what is called a demand-side platform (DSP) to choose which ad impressions to buy and how much they should pay, and publishers use a supply-side platform (SSP) to offer ad space.

Programmatic technology was developed as a way for publishers to sell their limitless online ad space but has rapidly expanded its share of ad spending as buyers and sellers recognized the value in such an efficient and productive system.

Today, approximately four out of five digital display advertising dollars are spent on programmatic advertising. By 2020, it’s forecast that 86.3 percent of digital display ads will be served programmatically. That includes everything from online display ads, to messages on electronic signs and billboards, audible search results and video ads.

In some way, programmatic advertising is just getting started, according to Digilant, which recently published a Top 10 Programmatic Media Buying Trends infographic for 2019. Below we share their list with some annotations of our own.

Voice Marketing: The rise of smart speakers has created a new frontier for relaying brand messages. With over 56 million smart speakers sold in 2018, advertisers who are interested in being the front runner of this new medium are already re-defining their digital strategy.

Programmatic Television: With more people viewing television via smartphones, laptops and smart TVs, programmatic technology is poised to transform TV advertising. According to eMarketer, U.S. advertisers are on track to spend $3.8 million on programmatic television ads in 2019 – a number that will continue to rise as agencies and brands become more acquainted with the process and familiar with the results. Marketers can take advantage of this valuable insight today through BDEX, which has data on the viewing habits of tens of millions of consumers.

Audio Advertising: Weekly podcast listeners listen to podcasts for six hours a week on average and comprise 17 percent of the U.S. population, according to MusicOoomph.com. With 100 percent deterministic cross-device matching from BDEX, you can capture what your target customers are listening to add resolution to your customer profiles and or target them via programmatic advertising.

Social Media Shopping: Making purchases directly through Instagram and Snapchat is a growing trend. Twenty percent of Snapchat users are more likely to make purchases after engaging with a shoppable ad seen on the app.

Digital Out of Home Ads: Electronic billboards, signs, and display boards have been steadily increasing in popularity due in part to the ease of automated ad buys. Targeted Digital Out of Home advertising can help drive ticket sales and store visits, increase app downloads and online engagement, and raise awareness of products, events, and services.

Artificial Intelligence in Media Buying: Using algorithms derived from data and online behavior can help optimize your media buying strategy. Four in 10 advertisers are currently utilizing AI to help target prospective consumers more effectively in a way that increases their return on investment.

Fewer Platforms: Agencies have been consolidating media and DSP partners for ease of use and reduction of the ad tech tax. Using programmatic advertising streamlines media buys in a way that benefits brands and ad sellers alike.

Cost Transparency: Having a full understanding of the cost breakdown is important to ad buyers. Agencies are pushing for more transparency when it comes to fees, which makes it easier to evaluate the risks and rewards of committing to an ad buy.

Adding In-House Talent: More CMOs plans to bring programmatic skills in-house – a sure sign they will be upping their spend.

More In-House Agencies: According to Forrester’s “In-House Agency Forum” survey, more brands will be bringing their media in-house, with 64 percent of respondents stating that they will be using in-house agencies in 2019.

The role of third-party data

Marketers that don’t commit to programmatic advertising risk falling further and further behind a trend that is destined to enhance personalization, improve the customer’s brand experience and increase marketing ROI. Yet many are still resisting the technology because of bad experiences they have had with third-party data and/or because they lack the substantial in-house resources needed to vet, cross reference and use it. These concerns are exactly what inspired the creation of the BDEX Data Exchange Platform, or BDEX DXP.

Thanks to more than 100 partners, BDEX analysts can search more than 900 billion data points on tens of millions of U.S. consumers across 19 categories of shoppers and more than 5,000 other categories to help marketers fine-tune their real-time marketing. The platform has been designed from the ground up to save marketers time and money while supercharging their campaigns.

Dozens of global brands, retailers and agencies have been using third-party data vetted, cross-referenced and categorized by BDEX to power their programmatic advertising for years.

Whether you are looking for help launching your first programmatic campaign or a more reliable source of real-time data for your next one, you owe it to yourself to contact BDEX today to see how we can take your marketing to the next level.

Learn More
10 Ways BDEX Helps Auto Marketers Reconnect on bdex.com

10 Ways BDEX Helps Auto Marketers Reconnect
January 30, 2019| | in category analysis methods, bdex, Big Data, business, clustering, Data Exchange Platform, Data Industry News, digital marketing, Direct mail, Email Marketing, First Party Data, in-market data, Internet of Things, IT, location-based data, Mobile Marketing, Real Time Data, Thick Data, Third party Data, Web Design, Web Hosting, website re-targeting Comments Off on 10 Ways BDEX Helps Auto Marketers Reconnect

Auto dealerships depend on customers returning for their vehicle servicing needs, but when warranties end, this can stop. Without the right customer data, efforts to reconnect fail from the start

The owner of a large automotive marketing company was recently discussing how bad the data he was receiving really was. He bought a list of leads based on bank information or expired leases, but the first 50 phone numbers he dialed were either no longer in use or being used by someone else. The numbers were no good.

“My data sucks,” he told Warren Miller, vice president of business development/automotive for BDEX. “I was told to call you guys because I hear you have something nobody else has.”

Accurate, comprehensive data is the lifeblood of the automotive industry, not just because there is so much competition for new car buyers, but because customers often stop bringing in their cars for servicing once their manufacturer’s warranty expires. Given that the National Association of Automobile Dealers estimates the average dealership gets about half its revenue from the service department and a quarter from selling used cars, staying in touch with these customers is vital to today’s auto dealership.

By layering BDEX’s nearly 1 trillion real-time data signals over the dealership’s data, a marketing agency can find dozens of ways to reconnect with customers who have fallen off their client’s radar screen. How does BDEX do this?

First, unlike dealerships, BDEX ties everything to a unique customer identification number (Customer ID), rather than a VIN number. Second, we monitor real-time data signals from hundreds of millions of smartphones and use 100 percent deterministic cross-device matching, which means we can match customers in the dealership’s customer database to a Customer ID no matter how many times the individual has traded in their car, smartphone or changed their email addresses.

Not only is our data constantly updated it’s also far more comprehensive. Thanks to partnerships with more than 100 data providers, the BDEX Data Exchange Platform (DXP) can provide not just valuable clickstream data, but where a former customer has been servicing and fueling their vehicle, or what competing dealerships a prospect has visited recently. Today we have 8.5 billion data points in our Personal/Automotive dataset class.

“The results are just tremendous,” Miller said of the improved performance automotive marketers are experiencing with BDEX data. “That’s why we do so well. That’s why people love us.”

Here’s a look at 10 ways that marketers can use real-time data signals from the BDEX data exchange platform (DXP) to help dealers reconnect.

10 ways real-time data signals help dealers reconnect

1.  Tracking who’s visiting a dealership lot

A geofence is a perimeter of an area where you’re gathering data. Think of it as a virtual fence around a location that can be big or small, a whole city or a square foot. Or, your car lot.

The benefits of geofencing data are endless when it comes to marketing, especially for auto dealers. You can track who comes in and out of any dealership lot and follow up with them afterward or send them a targeted ad.

2.  Tracking courtesy vehicles

When a customer needs alternate transportation while his or her vehicle is in the shop, you can track the courtesy vehicles you loan them. This allows you to see when they enter or exit your lot, and if they’re visiting competitors’ lots.

3.  Tracking after-market service station visits

POS data, or purchase data from cash registers, allows you access to customers who have visited after-market service stations for oil changes or other services or auto parts dealers. For instance, you could decide to mail a coupon for an oil change to car owners who just paid for an oil change at a Jiffy Lube.

4.  Tracking when customers’ leases expire

BDEX allows you to receive data about customers who are currently shopping for cars or those who have a car lease expiring soon. This means that they’ll likely have a new vehicle to bring in for servicing needs again soon.

5.  Sending alerts to participants at tradeshows

Geofencing can help you track customers who come to tradeshows, and you can connect with them immediately so they’ll be more likely to visit your booth.

6.  Contacting customers if they go to a competitor’s lot

Another big benefit of geofencing is that you can actually create a virtual fence around a competitor’s lot. This way, you can send ads or alerts to customers who are visiting those lots.

7.  Separating types of vehicles on your lot

To target marketing efforts even further, you can create a geofence around a portion of your dealership lot. This allows you to send ads for, say, SUVs when a customer is in an SUV section, or high-end luxury vehicles. And, you can do the same in competitors’ lots, which helps if you’re trying to reconnect with a past customer.

8.  What car brands customers buy

BDEX data can show you which brands customers buy, which allows you to target their specific wants and needs in a vehicle.

9.  Layering with clickstream data

Clickstream data, which is data from customers or potential customers’ computer, smartphone or other connected devices can provide valuable insight into where a prospect is in the sales funnel, including the class, brand, price range and option packages that interest them.

By layering clickstream data with the geofencing data that BDEX provides, you’ll have a much more accurate picture of where prospects are in the sales funnel.

10.  The type of gas or tire brands customers use

To better target your ads and messages, you can find out which types of gas or tires customers use by using POS data. Or, you can set up a geofence around certain brand service centers to get this information.

BDEX uses and monitors 900 million of these real-time data signals to identify and reach customers who are ready to buy. This data is important in recognizing where customers are in their path to purchase, allowing auto dealerships valuable insight into buying behavior.

Call Warren Miller today (937) 581-9390 or email him at warren@bdex.com to learn how BDEX can transform you automotive marketing.

Learn More
Recent Posts
Archives
Categories