Marketing: The Effective Use of Data Brings the Ready-to-Buy to Your Door on bdex.com

Marketing: The Effective Use of Data Brings the Ready-to-Buy to Your Door

In automotive marketing, the same buyer data is used again and again throughout the industry. It takes an entirely new way of using the available information to gain an edge. BDEX can be that edge.

The BDEX edge for automotive dealers and other businesses is its Data Exchange Platform, which is a data nexus that gathers billions of real-time data points. The platform puts the identity and behavior data of individual shoppers – potential car buyers already in the sales cycle – into the hands of automotive marketers in time to reach them before they make a final buying decision.

This means dealers aren’t wasting time and money trying to pull new customers into the sales cycle, they’re reaching out to potential buyers who are already there. It’s all thanks to BDEX Omnisource IQ, which identifies consumers who are in the market and actively looking.

Eliminating auto dealership pain points

Behind the smiling faces in every auto dealership, there lurks a deep pain that saps the very lifeblood of the organization. It is the enduring angst – felt down to the bottom line – of marketing overspend. Sure, they don’t run ads in the daily newspapers anymore. That was an advertising-spend boondoggle whose time is past.

However, now there is the pay-per-click lottery – pay $1,000 for 100 clicks on Facebook, of which maybe five come from people who may buy/consider/look at a vehicle in the next year or so. The clicks keep coming in, and the advertiser keeps paying for them and taking the time to respond to them, with a very minimal return on investment. However, they ask, what else are they supposed to do?

The problem isn’t data. It’s knowing how to use it and having the tools to do so

Businesses are collecting ever more data from potential consumers these days. However, in this avalanche of information, one salient fact is lost among the mountains of email addresses, tweets, and Facebook likes: Few know what to do with it beyond the most obvious of applications.

Most of these uses, by their very nature, just scratch the surface. There is so much more to glean from this accumulation of information on consumer activity, which covers the landscape like a snowfall that will never melt. At BDEX, this is what we do.

A world where a Facebook click or an Instagram like is just the beginning

For all the spend and effort that goes into earning what is just a data point from social media (or a new email in the company’s mailing list) – the fact is, that single data point is just the start of a journey. To make full use of BDEX’s mind-boggling collection of data, advertisers need a place to start, and that’s where their social data and mailing list come in.

Let’s say a company has 10,000 people on its mailing list. Those 10,000 addresses can be whittled down by additional data points, and each one narrows the list until it consists of folks actively shopping for a new car.

How is that possible? By connecting data points, we see that 5,000 people on the list visited an auto website in the last 30 days. The superimposition of another data set narrows that number down to 1,500 of those 5,000 who also have a vehicle lease expiring in the next 30 days. Layer on a final data set – geolocation data showing how many of these potentials visited a competing auto dealer in the last two weeks – and we’ve identified 437 people who are actively shopping for a car.

That will enable the company to send fewer than 500 mailers to genuinely qualified prospects and save the money it would have spent on mailing an additional 9,500 pieces to people who, according to all evidence, aren’t looking to invest in a new or used vehicle just yet.

BDEX provides lasting relief from the profound pain of marketing overspend

There’s no virtue in living with unnecessary pain, and even less to be found in spending more money chasing inferior results. Let us at BDEX show you how you can master the use of your data to make your marketing efforts better-targeted, more productive, and capable of generating real foot traffic. You’ll see the direct results in fast-moving inventory, impressive sales results, and happy sales staff.

BDEX is committed to helping businesses make better use of their data resources. Call 917-410-6616 or contact us at our website today and learn how marketing solutions from BDEX can help you reach out to buyers ready to deal.

Marketing: How Data Drives Human Connectivity on bdex.com

Marketing: How Data Drives Human Connectivity

Big brands are using data to build better connections with their customers. Learn why user data is now a crucial part of any brand’s marketing strategy, and how the BDEX DXP drives human connectivity

Many major brands out there are using data analytics to gain valuable insights from what people are buying, their interactions with products, and other shopping behaviors. These data points then inform how they structure their marketing tactics, and the customer remains the most important part of their strategy.

But these companies often have just one way of connecting to customers, whether with email newsletters or through their website. These brands may know that data collection is important, but they don’t know how to use it to the best of their advantage. Savvy operators are finding ways to match user IDs across channels instead of just interacting one way.

Here are examples of how brands are using data in their marketing strategies to develop crucial new opportunities for connection.

Pinpointing what drives customers’ behaviors

Data analytics can now provide invaluable insight into not just what users do, but what they want. A great example of this in action is the company Stitch Fix. This online clothing retailer sends personalized boxes to customers with different clothing and fashion items, and customers can pick and choose what they keep from the selection.

Stitch Fix has implemented advanced data technology that allows them to see what the customer has been shopping for, what they actually end up buying, and what they don’t keep from the preselected bundle. The company’s technology is also able to show them why the customer chose not to keep certain items.

Homing in on user preferences

Many big brands, such as Netflix and Coca-Cola, gather as much data as they can from the customer by asking them questions along their product path. Netflix sends suggestions to users for movies and television shows based on what they’ve watched in the past. Netflix can then see what their users choose to watch and what their preferences are, and use that information to inform their strategy. This helps brands create successfully targeted ads.

Location-based targeting

Another benefit of using data in marketing strategy is the ability to adapt products to a specific demographic, living in a specific location across the globe.

For example, Adidas released running shoes that are specifically made for runners living in big cities. They used data such as weather patterns and terrain to design shoes that inhabitants would be drawn to.

Survey data

Another effective way to gather and use customer data is through survey research. This approach can reveal something as simple as a flavor preference across a population.

Mars and Alibaba paired up to evaluate consumer research using a survey, in tandem with Alibaba’s user data, which ended up showing that their consumers wanted more spicy flavors. They created a fiery version of the Snickers bar to meet this growing preference.

Integrating humorous trends

Two big brands used data to discover that their users are quirky, so they cranked up the humor in their marketing campaigns. OkCupid found when mining through user data that 888,000 usernames contained the word “cat,” outnumbering the dog lovers. The online dating company used the data in an entertaining blog post to explain why they ended the use of usernames in their app.

Spotify found that many of their listeners create weird playlist names and exhibit odd music preferences, so they build campaigns to play on that tendency. One of their ad campaigns, for instance, honored “the 3,445 people who streamed the ‘Boozy Brunch’ playlist on a Wednesday this year.”

These are great examples of how brands are using data to truly connect with their customers. Using humor can be a fun and effective strategy to connect with people of any generation.

How BDEX can help

At BDEX, our data helps power human connectivity. The BDEX Data Exchange Platform (DXP) can use customer IDs to create a multichannel strategy for companies to better reach their audience, whether through social platforms, email, mobile or postal – not just through a single venue.

The BDEX DXP is simple to use: You just decide if you want to reach mobile, email, and/or other user types, and you choose from nearly 500 different industries and over 5,500 different categories. We have over 900 billion data signals from consumers in the U.S., and those customer IDs can be linked across platforms with our 800 million connections between email, mobile, and cookie IDs.

Our platform helps brands connect with their ideal audience, making real-time targeting that much more efficient. Keep putting the customer first and fostering those valuable human connections with BDEX DXP.

To learn more about our data, get in touch with our team.

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.

Marketing: When is as Important as How on bigdataexchange.com

Marketing: When is as Important as How

Powerful targeted marketing data identifies customers when they’re looking to buy

The success of any marketing campaign hinges on reaching the ideal target audience with the right message. And whether you sell vacuum cleaners or real estate, if you can’t target those who are most likely to buy your product, you won’t sell very many. Modern marketers and advertisers have traditionally used data that contains information about potential buyers’ habits to roughly predict that someone might be likely to make a purchase.

But those marketing and advertising professionals know that this data can be pretty vague. It can predict that a customer could be looking to buy in the future, but it doesn’t tell you when they are actively looking.

This is inefficient and expensive. And there is a better way.

Forget what a target audience might be looking for … talk to them when they’re actually looking for it

What would you do if you knew that “Craig Smith” was searching for a new car – and furthermore, the brand of a car within a certain geographic area? What if you knew that “Maria Gonzalez” bought a ticket to San Antonio two days ago and is searching for entertainment and dining options? What if you knew that “Emily Thomas” buys diapers online every other week?

If you own a car dealership, operate a restaurant or theatre in San Antonio, or you own an online business that sells baby products, you’d probably want to get in front of that potential customer. BDEX can help you do that.

The old way of analyzing customer data and predicting patterns

Conventional data collection looks at what people did in the past and uses it to predict what they may do in the future. The data will let you know that “Craig Smith” is about to finish paying off his car loan. Predictive analysis suggests that he might be interested in buying a new car. However, Craig may be just as likely to keep it in order to avoid making car payments. What if there are 10 million Craig Smiths out there? Not many of those individuals will shop for a new car. In fact, statistics might indicate that only about 10% of them will do so.

Before, advertisers were stuck having to market to those 10 million people anyway. With behavioral data from BDEX, you can narrow the list down and only reach out to the 1 million who are actively looking to buy.

How BDEX data is different

BDEX collects real-time data based on actual behaviors of customers. For instance, the data can tell you when someone has searched for a car on a place like cars.com. It can tell you if people have recently moved or put their house up for sale, while actively shopping for real estate. It can even track if someone has visited the location of a local retail competitor using the technology called geofencing.

Geofencing is “a location-based service in which an app or other software uses GPS, RFID (radio frequency identifiers), Wi-Fi or cellular data to trigger a pre-programmed action when a mobile device or RFID tag enters or exits a virtual boundary set up around a geographical location.”

It allows you to see information about where people go, whether it’s to Verizon, an Apple Store, The Gap, or any other establishment that falls within your industry. Additional data can be collected based on store POS systems, showing what particular items customers have purchased. This knowledge can then be integrated with additional online and behavioral data, including contact information.

BDEX data allows marketers and advertisers to spend dollars efficiently and powerfully. Looking at website visits, geofencing when individuals visit competitors and combining this data with more traditional metrics and multiple device matching enables micro-targeting the right individuals – when they are about to make a purchase.

Marketing is a whole new ballgame.

BDEX features 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 like never before. We offer cross-device matching, auto dealership services, DAAS, real-time targeting, and custom segment building that is ideal for any industry, including auto dealers, retailers, brands, agencies, out-of-home, and franchises. Contact us today to get your customized marketing data.

What Does a Big Data-Driven Customer Experience Look Like?

Your customers expect you to understand their needs. 80% of modern consumers expect personalized experiences from their favorite brands. Despite increased budget for big data marketing initiatives, 43% of marketers feel they’re getting almost “no benefit” from their existing data assets. These two statistics illustrate a clear disconnect between what customers want, and what marketing teams are able to deliver.

The savviest marketing teams aren’t just deriving value from their internal, or first party, data assets, they’re obtaining high-quality, real-time insights from 3rd-party data vendors to develop a 360-degree view of their customers. In order to capture and retain today’s complex digital consumers, a big data-driven customer strategy is a must.


What Does a Big Data-Driven Marketing Strategy Entail?

Every time your customers swipe on a mobile device screen or post a status update to social media, they leave a trail of data on their preferences and behaviors. Each of these interactions offers the potential for your brand to gain insight into how to create personalized experiences for your customers.

By synthesizing first and third-party data insights in a data management platform (DMP), you can create a holistic view of your customer base. This allows you to understand patterns and stories that extend beyond your own touch points, and discover truths about how your customers interact with the world around them, by using these stories to create segments and understand your customers on an individual level. In this blog, we’ll discuss several of the best practices best-of-class organizations adopt when developing a marketing strategy that’s driven by big data insight.

1. Expand Your Data Collection
Transform your strategy from first-party data analysis to a program that’s focused on true cross-channel synthesis. By combining the broadest array of data sources possible, you can improve your strategic analysis and customer understanding.

2. Score Your Segments
By creating narrow segments of your existing customers, you can focus on your best clients. These are the individuals with the highest customer lifetime value (LTV), and who may be most likely to promote your brand on social media channels and other online forums. The creation of buyer persona profiles has traditionally been executed through qualitative research methods, such as focus groups. By allowing data to tell your story, you can eliminate organizational biases about what your best customers look like.

3. Focus on Customer Experience
When you have identified your best customers, it is critical to discover ways you can improve your client experience. You can discover insights on how your customers interact with brands through the inclusion of 3rd-party data. Are they mobile shoppers, or heavily-engaged app users? Tailor your engagement strategy to your client’s existing behavior patterns.

4. Get Personal
The best marketers know that big data has the potential to move your strategy from segments to true personalization. Use your big data insights to discover behavioral triggers, and tailor personalized marketing efforts to meet your client’s needs for relevant email marketing and programmatic advertising.

5. Measure and Optimize
With your programmatic advertising and email marketing metrics, your brand has the potential to move towards continual improvement cycling in your marketing program. Never stop collecting data, analyzing, and improving your efforts to deliver a best-of-class customer experience.


Are you ready to make the shift towards customer-focused, Real Time big data-driven marketing? Contact BDEX today for more information on high-quality, real-time big data assets from trusted 3rd-party sources.

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Are You Using the Most Advanced Data to Target Consumers?

The way we use data to target audiences is constantly evolving. The first phase in targeting was fairly simple in that we relied on only a few simple demographics, like age and gender, to segment consumers. Then audience groups were formed. More advanced and specific, audience groups were, and still are, based on consumers’ shared interests. The newest chapter in data targeting, utilizing real-time insights, merges information about demographics and audience groups with real-time activity. But that’s just the tip of the iceberg. Real-time data isn’t just information about your consumers’ spending habits in the last month. True, real-time insights let you know what your target customers are searching for the moment they shop online.


In the mid-20th century, marketers focused on only a few consumer demographics when developing marketing campaigns. While factors like age and gender were more important sixty years ago when people sourced their news and entertainment from the same place, the traditional methods for obtaining consumer data are not as relevant anymore. McKinsey’s John Forsythe demonstrates the problems associated with using only a few, superficial demographics by citing the differences between Prince Charles, Queen Elizabeth’s son and her heir apparent, and Ozzy Osbourne, lead singer of heavy metal band Black Sabbath. While both men are British and the same age, a marketer obviously wouldn’t market to them the same way.


Marketing and brand expert Adam Paulisick also believes that simple demographics don’t provide enough information to properly target consumers.


“Segmenting consumers by age and gender or other demographics is inefficient at best, even for more traditional marketing campaigns because there are no hard and fast rules anymore for what a man or a women will intuitively buy (with few exceptions).”


While we might not know the “hard and fast rules” that drive what a consumer buys, we can know the next best thing: what product they are shopping for the moment they shop. Real-time data takes into account everything we used to know about consumers based on demographics and audience groups and merges it with live activity.


Keith Sayewitz, Chief Marketing Officer and Head of Sales at BDEX, a market-driven exchange platform that provides users with real-time data, explains the value of real-time analytics for marketers.


“For years a company depended on simple demographics to identify a certain consumer, like ‘soccer moms.’ Then audience groups were formed, so we discovered those soccer moms were interested in fitness. But now, with real-time data, we learn which of those soccer moms are in the market for a treadmill or are switching to vegan cuisine. This information is incredibly powerful because it allows for truly advanced targeting. We know that this customer is likely to buy a treadmill because she is in the market for one at this exact moment.”


Marketers can then create specific ads for the desired consumer, increase the probability for conversion, and, therefore, create more sales. The insights provided by real-time data are essential to brands, retailers, and agencies who want to stay up-to-date on consumer activities and truly understand their customers’ needs.


BDEX, the first ever Data Exchange Platform (DXP), is currently the only source for true, real-time data. For more information about BDEX’s unique services, click here.

Image Credit: NEC Corporation of America