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.

The Martech Training Boom on bdex.com

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.

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.

Real-Time Data Is Getting Real Important Really Fast on bdex.com

Real-Time Data Is Getting Real Important Really Fast

One the most important steps to launching programmatic advertising is ensuring access to comprehensive, accurate and accessible real-time data. After all, when it comes to data marketing, it’s garbage in, garbage out.

As programmatic advertising and other types of real-time marketing become more widespread, having 24/7 access to accurate real-time data is going from a nice-to-have to a must-have for global CMOs.

Even the World Federation of Advertisers (WFA), which has been pushing the ad tech industry for greater accountability on behalf of global brands, estimates its members spent 28 percent of their digital media budgets on programmatic advertising in 2018. That was up from 17 percent in 2017 and 9.5 percent in 2014, according to WFA membership surveys.

Real-time marketing allows brands to serve the right content to the right person on the right device at the right time to help close the sale or move the consumer further down the sales funnel. This is made possible by real-time analytics and ad server technology that enables brands to respond in milliseconds to signals consumers send during their omnichannel journey.

Concerns about transparency and GDPR notwithstanding, brands are reporting tremendous lifts in traffic, open and conversion rates from programmatic campaigns.

Office Depot was able to increase revenue $6.9 million in four months by personalizing content on its product detail pages, according to personalization software maker Monetate. A luxury travel site was able to increase email sign-ups and catalog requests 8 and 3.6 percent respectively by using Monetate to personalize content for visitors to its web site.

In the United Kingdom, the wireless carrier O2 used usage, device and location data from customer’s mobile devices to show them the trade-in value of their devices, the best upgrade deals available and what customers like them generally preferred upgrading to, reports GlobalWebIndex.com. The result: a 128 percent lift in click-through rates.

The next wave

Real-time marketing continues to evolve right alongside human behavior, which has shown an amazing ability to adopt new technology. Less than five years after Amazon introduced Alexa and began shipping the Echo, more than 66 million smart speakers have been in installed in the United States, including 30 million installed in 2018. To get a sense of the dizzying pace of adoption, check out Voicebot.ai’s Voice Assistant Timeline.

Given predictions that half of all searches will be voice searches by 2020 and that only 8 of every 100 will request audible-only search results, this has huge ramifications for programmatic advertisers. Imagine, for instance, that you have an opportunity to serve the lone audible search result to a consumer who has commanded Alexa to “read me” the results of their voice search for “the most fuel-efficient 2019 SUV model.” How valuable would that be to your business?

One study estimates American consumers purchased $1.8 billion in goods via “voice commerce” in 2017 and forecasted that number to grow 20 fold by 2022.

Nearly one in four (37 percent) new smart speaker owners surveyed for The Smart Audio Report in July 2018 Research said they used it for pre-purchase research.

“This begs the question of how many product sellers are actually ready to serve up information in response to voice queries about their product or category,” Voicebot.ai Editor and Publisher Bret Kinsella wrote at the time. “The answer is very few.”

Garbage in, garbage out

While it will take years to sort out the ideal formats, pricing and attribution models for “read me” voice search ads, forward-thinking advertisers, agencies, publishers and Ad Tech companies are already using the BDEX Data Exchange Platform (DXP) to tap voice search and other real-time data signals to improve their real-time targeting. Thanks to nearly 100 partners, the BDEX DXP contains nearly 1 trillion data points on tens of millions of U.S. consumers. More importantly for programmatic advertising, the BDEX ID Graph uses 100 percent deterministic matching.

This last point is critical because we believe the biggest challenge facing CMOs today is the poor quality of most marketing data. We spent the last five years building a data infrastructure to provide the data brands and retailers need to know and serve their customers better. Today nearly 100 partners contribute data to our DXP.

At BDEX we call this building the “data infrastructure that powers human connectivity,” and we are convinced it will foster the highly personalized and inobtrusive brand experiences consumers want.

Surveys like Deloitte’s 2018 Ad Blocking Report, show that the Ad Tech industry has so far fallen far short of delivering that experience.

BDEX is committed to building the infrastructure that powers human connectivity. Thanks to more than 100 partners, our the BDEX Data Exchange Platform (DXP) marketers can choose data from over 5,500 categories, including shopping, sports, health, recreation, and science. We have over 900 billion data points on U.S. consumers, with half coming from industry-leading sources like Acxiom and Neustar and half coming from real-time custom tags. Why not call BDEX today to see how we can help you launch or improve your real-time marketing.