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14.05.2019 Interview: What are the trending topics around Marketing Attribution?

Jörn Grunert is a MarTech enthusiast and expert in data-driven marketing attribution. For 6 years, he has been Managing Director at Exactag and is responsible for the strategic orientation of the company. With over 20 years of experience as a leader in digital AdTech and MarTech start-ups, he sets the course for innovative technologies.
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07.05.2019 4 tips how marketers can keep pace with growing technological innovations

The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up with the latest trends and developments in technology. The growing number of AdTech and MarTech solutions poses growing challenges to marketers in terms of budget, staff, training and time.
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This is how advertisers bridge the gap between online and offline data

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20. 06. 2018

Consumers take it for granted to shop both online and offline. However, this switch creates gaps between channels, which makes it difficult for marketers to understand the buying behavior of their customers and to establish a link between these two worlds.

But making this connection is important in order to create a holistic customer journey and be able to target customers. Online and offline data must therefore be merged. But how does data onboarding work?

 

LINKING ONLINE AND OFFLINE DATA

Offline data includes, for example, purchases in a retail store or information about customer loyalty cards. On the other hand, online data records the behavior and interests of consumers on the Internet. This data is collected using cookies that measure all different touchpoints of consumers.

Both online and offline data contain important information that plays an important role in creating and optimizing marketing campaigns. Advertisers must therefore find a way to link this information and collect it in a central location. This is where data onboarding comes in.

Here, offline data is transferred to an online environment. On the one hand, existing offline datasets can be uploaded to a data management platform (DMP). The offline data is then compared with online data using specific indicators. On the other hand, customers can be induced to switch between channels. For example, clients that made an offline purchase in a store, could be asked for an online evaluation, or the same customer account could be used for both, the store and the online shop. Thus, advertisers learn how online and offline touchpoints influence each other.

All you need to know about Marketing Attribution

 

DATA ONBOARDING AND DATA PRIVACY

Since May 25th 2018, the new General Data Protection Regulation has come into force. It establishes a higher level of protection of personal data and gives consumers greater transparency regarding the information that is collected about them. Data onboarding processes have to be adapted accordingly.

In concrete terms, this means that the data must be anonymized by hashing, encryption or generalization. Personal information such as name, date of birth or email addresses are converted in such a way that the reference to the natural person is removed. In this way, consumer data is protected but can still be used for marketing purposes.

 

FURTHER CHALLENGES IN DATA TRANSFER

Besides the GDPR, there can be further hurdles to data onboarding. For example, many companies shy away from onboarding because the data is stored in different silos and is far too disordered to be transferred to a central system. If this is the case, the duplicates of the individual data silos should first be sorted out before they are combined in one single platform.

In addition, different identifiers pose a challenge. First of all, a uniform identifier should be defined for the silos. Here, it makes sense to use the email address, as it is therewith  highly likely to create unique matches between the data sets.

If the problem lies in inconsistent data formats, the data of the silos should be brought into the same format before onboarding. It makes sense to define a uniform procedure for data input or data management.

 

MERGING ONLINE AND OFFLINE DATA IS USEFUL

Consumers are constantly switching between the online and offline world. Without a corresponding link, it is  impossible for advertisers to obtain a 360-degree view of their customers Data onboarding provides advertisers with a holistic and cross-platform understanding of their customers in the sense of a single customer view.

In addition, campaigns can be designed more specifically to reach prospects both online and offline. At the same time, the knowledge gained helps to activate marketing campaigns not only more precisely, but also at the right time. This avoids advertising gaps and gives customers a holistic brand experience.

Interview: What are the trending topics around Marketing Attribution?

14. 05. 2019
Jörn Grunert is a MarTech enthusiast and expert in data-driven marketing attribution. For 6 years, he has been Managing Director at Exactag and is responsible for the strategic orientation of the[...]

4 tips how marketers can keep pace with growing technological innovations

07. 05. 2019
The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up[...]

This is how travel brands benefit from marketing attribution

16. 04. 2019
Bookings via traditional travel agencies are declining nowadays. More and more consumers book their holidays online. The internet offers travelers far more opportunities for comparison and they[...]