Econsultancy released a survey of marketers in Septemeber of last year where nearly two-thirds of the marketers surveyed said Identifying customers across multiple devices is a priority yet only 14% said their company had the capabilities to do that. A gap of 60% overall who want to and can actually accomplish that. Doing this internally can be a cumbersome process, especially if the company is not set up for this type of work. Add to the compliance considerations and the possibility of needing to find third party data to match to the existing audience that has already been built. This is where looking into third party data providers with these capabilities or a DMP can be a strategic decision.

Customer Centric Data-driven strategies – While marketers move more to a customer-centric data-driven marketing strategy the challenges of following customer journies or reaching them where they want to be reached with customer content are beginning to encounter some of the difficulties. A very siloed data market further exacerbates this process. While many often claim to be able to append online to offline data, marketers are finding that data is not always accurate as they scramble to cobble together various data sources. Most providers beginning to offer this have started with online data and gone in search of offline data to match it to using IP’s, or Latitude and Longitude which in many cases will get you within a radius of a location but may not be exact. In a best case scenario, it may give you a one in four house chance (your target lives in one of the four houses that can be identified). For the most success finding a data provider that started preferably in the offline data and list building business and then moved to appending online data using e-mail addresses or have given confidence scores to the appended data based on the accuracy of the IP and Latitude and Longitude they have used as identification is the best route. Most will be able to give some type of confidence score around what level (household or Individual) the data can be attributed to.  Then being able to match data points to their multiple devices becomes an easier process once an accurate base of coordinates and ID’s has been identified.

The key –  is in finding companies that have started not online where you are dependant on data that may give you a one in many chances or audience data often found in online and location based data, but to zero in on the data that actually can give a reasonable amount of confidence it can be connected to a multiple device owner. Being able to reach a consumer by IP on their set top box, and their mobile phone with an ad while they watch a big game or show has become the need to have. The ability to reach a driver or rider in an auto with an ad on their in car wifi connected to their navigation as well as their mobile device to send them an offer o food, hotel or fuel will become a need to have for both the service provider but quite possibly the manufacturer.The possibilities are endless as we move towards an era of being a passive rider in a vehicle instead of driving it and need to have the attention be on the operation of the vehicle.

The bottom line – starting with your first party data and finding a company that can then ingest that and append the data you need at a high match rate is the best way to go. Lok for match rates at least at 50-60% or higher. This will also give you a sense of the validity of your data or the accuracy of theirs. If you feel their accuracy is not very high ask questions around what type of validation they do and how often. Ask about process and hygiene as well. You may also ask if they will do the same process with your data after it is ingested and appended. It is imperative to start with accurate base files on both sides though ot ensure accuracy further down the process.

Looking for help with data? – Datastream Group, Inc. has over 400 million data records providing data for of companies who use the data for everything from e-mail campaigns, display campaigns, programmatic, mobile programmatic, as well as for TV and radio live transfer leads. Datastream provides consumer online and offline information for use in any number of different types of marketing campaigns. OneDB is derived from self-reported consumer data and compiled data.

Datastream’s OneDB records are all opted in, and consumers can be targeted offline by postal and telemarketing efforts, and online by keyword, interest, and intent. Audiences can be targeted by intent to purchase categories, IP Address (B2B & B2C), and by a device (desktop, tablet, and smartphone). Data can be licensed for append purposes, marketing purposes, and hygiene & verification uses. Datastream will also enhance and enrich a company’s existing records through their OneDB platform.

Datastream has a competitive edge licensing their data because there is a large appetite in the current market for a marriage of digital identities to households. The Consumer Master File is built from active online consumer and business audiences and can be traced back to a postal address. You can also find our data on platforms like LiveRamp datastore, Lotame, BDex, and others. For custom requests, contact us to build audiences for you using keyword and or location data. We specialize in that. (bryan@datastreamgroup.com)