10 Ways BDEX Helps Auto Marketers Reconnect on bdex.com

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, ssmartphone 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.

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.

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

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

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

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

How real-time data provides the most actionable marketing possible

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

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

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

We repeatedly test our data to authenticate its accuracy and currency to sidestep the pitfalls of outdated or “too broad” data – and we enable our customers to buy only the data they need.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

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

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

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

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

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

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

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

BDEX is the first-ever Data Exchange Platform (DXP). The BDEX DXP and DAAS platforms enable companies to acquire impartial, quality-scored third-party data reaching the right people at the right time. You can call at (917) 410 – 6616 or email us at info@bdex.com

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

AI on Target to Change the Way We Market

6 ways artificial intelligence could impact target marketing

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

First, what is artificial intelligence exactly?

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

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

1.  AI can be used to create customizable ad campaigns

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

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

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

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

3.  AI can help you create programmatic advertising

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

4.  AI can create responsive search ads

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

5.  AI can help create and curate ad campaign content

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

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

6.  AI can help you test different ad campaigns

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

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

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

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

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

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

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

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

Out with the old

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

In with the new

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

Always authentic data

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

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

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

Get the most out of your 2019 marketing budget

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