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 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.

Using the BDEX Taxonomy Tool to Find Insurance Prospects on bdex.com

Using the BDEX Taxonomy Tool to Find Insurance Prospects

A step-by-step guide on how to use our free, self-service taxonomy search tool to determine what data the BDEX DXP has that can help elevate your next marketing campaign.

At BDEX we pride ourselves not so much on the size of our haystack as our ability to help you find just the right needles for your marketing needs.

After all, if I’m a marketer I don’t care how big a database is if it’s filled with unreliable, irrelevant or dated information that can’t provide the audiences I need right now to boost conversion rates.

BDEX is a first-of-its-kind Data Exchange Platform (DXP) offering marketing teams the ability to connect directly with first-party data vendors in a variety of industries. That means our buyers have access to objectively-scored, real-time insights, which can be downloaded directly into their data management platform (DMP) to immediately begin generating marketing lift.

Of course, there are countless stories about marketers paying for shoddy data, so we have created Explore BDEX Taxonomy; an intuitive interface marketers can use to explore the nearly 1 trillion data signals contributed by our more than 70 vetted partners.  In an earlier post, we explained broadly how to use the BDEX taxonomy tool to find your ideal customers. In this article, we will walk through how an insurance marketer unfamiliar with the BDEX DXP might use the tool for the first time. We have bolded words used by the BDEX taxonomy.

Automobile insurance

Let’s say our user specializes in marketing insurance to owners of Foreign SUVs and wants to see how many target customers she can reach for $5,000.

She could start her search by typing “insurance” into the search box near the top of the page, which would return a list of 12 Available Industries with a Count, which stands for the number of data points available in each industry. A data point could be basic demographic information such as address, sex, marital status, and other household data, contact information, or real-time data signals collected via cookies and geofencing.  She would see that there are 13.4 billion data points available for Persona\Auto, 34.3 billion for Persona\Finances, and 10.0 billion for Shopping/Vehicles.

By selecting Persona/Auto,  she would populate the second drop-down menu to the right with 11 taxonomies, including Audience Class, Automobile Age, Automotive Class, Make\Model, Own or Lease, etc.

If she then selects Make, the third and last drop-down menu on the screen will load 40 models and the Count of how many Target Identities, or email addresses, mobile ID numbers or other identifiers –  are available for each one. By clicking on the Count column, she can sort the list by ascending or descending number of  Target Identities. This will show that BDEX has data on 14 million people who own or lease a BMW, 13 million who own or lease a Lexus or Cadillac and about 12.3 million who own or lease an Acura and or Mercedes Benz.

Automobile insurance on bdex.com

Audience class

This is interesting, but not particularly useful since our marketer is interested in all makes of Foreign SUVs, so she returns to the second drop-down menu listing the 11 taxonomies and selects Audience Class. This allows her to narrow her search by 135 other Values, or criteria. She can scroll down to HH Most Recently Acquired Foreign SUV and see that BDEX can connect her to nearly 4.2 million Target Identities that have recently acquired a foreign SUV.

Audience class on bdex.com

If our marketer is primarily interested in running targeted mobile adds, she can return to the first search field on the page and select Mobile (AAID)” and “Mobile (IDFA) from the drop-down menu and repeat her search.

BDEX Taxonomy Persona Auto Audience on bdex.com

That will show BDEX can connect her to of the nearly 3.5 million households above via either an iPhone or Android device.

BDEX Taxonomy Foreign SUV on bdex.com

Starting the search by selecting Email would show BDEX has email addresses for 3.5 million of the household listed above.

CPM estimates

She will also notice that Explore Industry Taxonomy updates CPM estimates based as the taxonomies selected to help the user determine how far her budget would go using the selected criteria. In the example above, she would see her CPM would range from $1 to $1.50 and average around $1.25. Given her budget, that would enable her to reach roughly 4,000 people who meet the selected criteria.

Persona/Home

In our next scenario, let’s consider a marketer looking to see how many high-end homeowners BDEX can connect them to nationwide. They could start their search by checking Email (MD5), Mobile (AAID) and Mobile (IDFA) typing in the first search field in the upper left-hand corner, searching for home” and selecting Persona\Home from the 42 Available Industries listed. This will produce 14  Taxonomies in the menu to the right, including Area Code, Audience Class, Dwelling Type, and Home Value.

If he selects Home Value, he will be prompted to specify a range of home values in the next menu. If he filters his search for homes valued between $750,000 and $5 million, he will learn that DBEX can provide 850,000 email addresses and 470,000 mobile IDs attributable to people who owns homes in that price range.

BDEX Taxonomy Persona Home Audience on bdex.com

If our marketer goes back to the Taxonomies screen and selects Audience Class, he can browse 272 audiences BDEX data partners have uploaded based on demographic and psychographic data, such as sex, age, generation, educational degree, expected graduation from college, and many, many more. If his ideal customer earned more than $200,000 a year, lived in or near a major city, was in their 40s and had children, he could select the High-income City Middle Aged Homeowners with Children audience and see it would cost him an average of $1.27 per thousand. He can opt to include or suppress personas who are already insured through one of the four largest home insurers (AAA, All-State, Farmers and State Farm.)

If he is focusing on a geographic area, he can get a count of personas by Zip Code, Area Code, State or City.

If our marketer sells renters’ insurance, he can start a search by typing “renter” into the Search field, then select Persona/Home from the three available industries that display and then select Audience Class to browse 272 groups created by BDEX. If he selects Middle-Income Suburban Younger Renters with Children, he can see BDEX has 45.4 million email addresses and mobile device IDs attributable to that audience.

At BDEX, we are confident the data we have aggregated from online searches, app downloads, geofencing, in-store POS purchases and other primary data providers we partner with will provide the context you need to take your marketing to the next level. Our Explore BDEX Taxonomy tool will enable you to confirm our claims. When you do, we hope you will contact us so we can begin collaborating. BDEX can often deliver a report showing the volume of data we have that meet your criteria, the size of the audience we can reach and total cost in a matter of days.

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

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.

Which Vehicles Will Drive the Success of Your Marketing Campaign on bdex.com

Which Vehicles Will Drive the Success of Your Marketing Campaign?

The pros and cons of marketing media

A successful marketing campaign depends on several elements. You need to create a marketing plan, determine your target market, and then decide the best way to reach those potential customers. Data from BDEX will give you great insight into who is most likely to be interested in your product or service. We collect real-time data based on actual customer behavior, from recent online activity, via store POS (point of service) systems, plus geofencing technology, which tracks when people have visited a physical store.

Choosing the right marketing media

Once you have your target market, you must choose marketing media that will give you the best results. Which ones you choose will depend on several factors, including your budget and the “personality” and preferences of your target market. The vehicles you choose to target millennial males will be very different than if you’re targeting women 65 and older. Targeted marketing media can include email, direct mail, social media advertising, mobile advertising, website ads, and telemarketing, among others.

Let’s take a look at various marketing mediums and discuss the best practices for each

Email marketing

Targeted emails deliver your message directly to existing or potential customers. Email campaigns are one of the most effective marketing vehicles, as the open rates for a well-targeted and executed campaign can be pretty high. According to Adobe.com, email open rates can be as high as 20-30 percent.

Here are more email marketing statistics from HubSpot.com:

  • Consumers who purchase products through email spend 138% more money
  • Sales emails have eight times more opens and clicks and can produce six times more ROI than other types of email
  • Email is the third-most-influential source of information for B2B audiences

One thing to note is that you need permission to send emails. Every country has different rules and some are much more strict than others. For instance, the European Union recently enacted GDPR, which set new rules on how personal information can be used. If you violate the terms, your company could face fines or worse. Canada and the US also have their own laws. Basically, you shouldn’t send marketing emails unless someone has opted in or subscribed, whether the person provides an email at a physical store or fills out an online form. The alternative is to work with an Email Service Provider or ESP that maintains an email opt-in list. In this case, they can send the emails for you to their opted-in users.

Online and social media campaigns

Online marketing campaigns can include digital ads on related websites or blogs frequented by your target market. Online marketing can also include served ads that appear based on the online activity of your potential customers, including purchases or Internet searches. Your campaign might also include paid advertising on a search engine like Google. Basically, you pay Google to advertise your content to customers based on keyword searches, which captures them at the very moment they are most likely to take action.

Another effective means of online marketing is advertising on social media sites. These sites allow you to target ads based on factors like location, gender, age, marital status, and hobbies/interests. You can reach a relatively large number of people without spending a lot of money. Which social media site you choose will depend greatly on your target audience. Teens and millennials tend to use Instagram over Facebook, for instance.

Direct mail marketing

Direct mail remains an effective marketing medium, especially with certain target segments. For instance, senior citizens might not be online as much or be as tech savvy with their phones, but they are more likely to read their mail. A big advantage of this medium is that you don’t need any sort of opt-in or permission to send a postcard. On the other hand, your piece can easily go straight in the trash. This medium is also more expensive as you must pay to have the piece produced, printed (by the thousands), and then mailed.

Phone marketing

Although telemarketing has gotten a bad rap, phone calls can still be an effective method of reaching your target audience. It can be even more effective when applied to B2B marketing. However, be aware that there are regulations you need to follow in order to avoid fines. You must get permission in order to call cell phones. You also want to make sure your data is as up to date as possible. Check for things like a change of phone number or address. If you are calling a business, ensure your contact is still with that company or if they have changed positions. Generally speaking, businesses do have the ability to call past or existing customers.

An effective marketing campaign is all about determining your target market and then deciding which marketing vehicles will best reach those people. Each vehicle has pros and cons, so you must decide which will be the most cost-effective and give you a better ROI.

BDEX can help you create an effective marketing campaign by providing real-time data via over 700 million device ID connections and more than 900 billion data signals available through our proprietary Data Exchange Platform. Call us at 917-410-6616 or send an email to info@bdex.com to start putting this information to work for your business.

Better Sources Mean Better Marketing Data on bdex.com

Better Sources Mean Better Marketing Data

Making sure you get the best data

Finding a company to provide data services has never been easier. There are dozens of them, all just waiting to provide you with consumer data. Neustar, Acxiom, Infogroup, etc. But some of these companies try very hard to sell customers data that they don’t want, that they don’t need, and they can’t even use.

“Philip” runs a computer shop in Pennsylvania. He is trying to get a bit more foot traffic into his brick-and-mortar store, so he decides to send out some direct mail, or perhaps try to target some online advertising. In order to do that, he contacts a company that provides consumer data, so that he knows whom he is advertising too.

Unfortunately for Philip, the company he chose lumps data together that he doesn’t necessarily need. Now he has to sieve through a wide range of data about consumers just to find consumer data from the zip codes he cares about and the type of people he cares about. Further, that data probably doesn’t have actionable insights that indicate a prospect is actively looking for computers or related products – meaning they may not even be a prospect at all. And now he has a lot of useless data and doesn’t even know it until he uses it and gets no response – and this is data he spent his hard-earned money on.

The company he bought it from, of course, does not care. They wish to sell as much data as possible, regardless of the custom, personal experience they might be able to provide. And why should they bother providing such an experience? After all, they own more data than they know what to do with and have incentives to sell as much of it as possible.

Luckily, an alternative exists in the form of BDEX. BDEX specializes in providing a subscription model for data collection, allowing customers to buy only the data they want and need and none that they don’t. Philip can purchase data about consumers in Philadelphia that are looking for his products without having the hassle of sifting through information he doesn’t need. More than that, he’s getting more than just the data he would have with a single company. He’s getting access to the data available from many, many companies and sources.

This is because BDEX is partnered with about fifty major data providers, including Neustar, Acxiom, and InfoGroup. Customers using BDEX’s subscription plan get access to all the data these companies have licensed it to use. That means that subscribed customers get access to many of these companies’ benefits without having to build a relationship with them, and without paying for unwanted data – making their purchase truly customizable.

This access allows BDEX to aggregate data from discrete sources, filter them, and organize them in ways meaningful for the client. Ultimately, this piles up to 900 million mobile devices, 1.3 billion email addresses, and 220 million U.S. postal addresses, all part of the vast network providing data. This data is provided via purchase history, mobile apps, websites, supermarket clubs, geofencing, credit card providers, and more. Of course, not every customer needs to use all of this data. They can pick and choose what they want to receive in their subscription.

These fifty major data providers allow BDEX access to data of varying kinds. The core data comes in the form of consumer behavioral data, geofencing, audience intent, and demographic personal data. All of this is mined from sources like those mentioned previously and can be used in all sorts of marketing. These myriad sources provide a diverse quality and quantity of consumer data, ensuring that there is something valuable in it for any business. This turns BDEX into a marketplace where the best data can be selected and purchased.

This diversity of sources also gives a company an advantage against their competition. If every company in the area is using the same source of data, they will all be advertising to the same consumers. However, companies with access to more varied data, from more varied sources – along with actionable, real-time behavioral data that indicates a prospect is ready to buy – can both narrow things down to an efficient list and often target consumers whom others do not have access to.

All of this is readily available in a simple subscription model, without the need to interact with third parties or go through the hassle of sorting through unwanted data – saving you time and money, and vastly boosting the impact of your marketing efforts.