The Importance of Fresh Data: Why re-onboarding data can increase campaign performance.
The basics.
Data onboarding enables brands to integrate offline customer data with online identities to target customers across multiple channels and devices.
Why onboard your data.
Onboarding combines offline intelligence with online connectivity and has unveiled an abundance of opportunities. Brands can use the wealth of their CRM data to gain greater consumer insight, develop stronger campaigns, and use that knowledge to create personalized experiences that every consumer craves.
Why re-onboarding?
Re-onboarding ensures the most accurate view of a customer. Because consumer data is so dynamic, CRM databases are only up to date for a brief period of time. Once a customer changes their preference of brands, device, or even updates their email, what was once current information becomes dated and effectively incorrect.
Re-onboarding data increases performance for campaigns that are running for an extended period of time. Typically, when a campaign is longer than 30+ days and the file is not re-onboarded, brands can begin to see the audience deteriorate because the original cookie/MAID found has expired.
During re-onboarding, brands can expect the following updates to their consumer data when using an onboarder that regularly updates and republishes its graph:
Gain access to the most up-to-date linkages on previously matched data
Refresh IDs that have been updated or merged
Update IDs that have been split and/or changed
Update links that may be inappropriate or have been removed via
Processed opt-out requests
Data expired or aged off of the host graph
Deceased processing
Most identity graphs have access to a constant stream of multi-sourced consumer data that is refreshed on a weekly or monthly basis. When re-onboarding, there is an opportunity for increased match rates on any new linkages that are discovered (new individual, linked emails, etc.). These new linkages will usually come from an updated data source connected to the identity graph or an improvement in processing, like deduplication or NCOA (national change of address).
Conclusion
Re-onboarding provides a higher level of quality and accuracy. It gives brands the opportunity for new and updated matches, providing more accurate, personalized experiences for their hyperconnected customers. Re-onboarding is not always about increasing scale but rather focuses on regularly improving quality of matched data.