Recent TDWI Research reports that 70% of marketers have “suboptimal ability to integrate online and offline customer data”. I would expect to see this percentage plummet over the next few years. Why? As more marketers adopt omni-channel approaches, synchronizing digital and offline data – or “onboarding” as it is commonly called – becomes the central component for personalization efforts and achieving the goal of creating a single customer view. In Winterberry Group’s 2016 The State of Consumer Data Onboarding the US onboarding market is forecast to reach 1 billion by 2020. This begs the question, with rapid marketer adoption, how much of a competitive advantage goes to those brands that adopt early?
New Technologies Are Advancing Customer Identity Resolution
In the past it was near impossible to get a single customer view, but technologies are advancing and identity resolution techniques are getting better and better. In the simplest terms, identity resolution is a data management process which searches and analyzes an “identity” between disparate data sets and databases to find a match and/or resolve identities. But what’s more important is what identity resolution does for customer engagement marketing. It facilitates our ability to create a single customer view and profile. It allows us to improve measurement and attribution efforts. It enables us to understand cross channel customer journeys, and allows us to deliver greater personalization at scale. Now that’s a big, big breakthrough!
To learn more about synchronizing your customer data, download VeraCentra’s e-Book; Five Ways to Kick Customer Engagement into High Gear.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Technical and Marketing Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade. We’ve made it our mission to help marketers advance and thrive. Learn more about us at veracentra.com.