A Deterministic Onboarding, Delivery, and Attribution Solution
Without any mechanism of deterministically tying online users to offline profiles, marketers have leaned heavily on behavioral targeting. These intender segments work to an extent in consumer markets, but cookie-based profiles have several drawbacks in relation to accuracy and multi-channel attribution.
A strict behavioral targeting methodology is equivalent to living in a patchwork home built on a fragile foundation. As technology has become more mature, marketers began to fix the foundation by developing cookie-onboarding solutions.
Cookie-based onboarding was able to tie an offline contact to a hashed email, which was in turn tied to a cookie. This firmed up a portion of the problem. However, cookie onboarding only provides a 30% match rate on average. This is fine for some national campaigns, but this sampling methodology suppresses coverage and ROI when applied to trade areas and business markets.
Companies today are demanding deterministic Account-Based Marketing solutions. They want to be able to identify a known prospect and reach them in any location, channel, or device on which they exist. Cookies are often blocked by business firewalls and remain functionally inoperable on mobile and other Internet-enabled devices, making them inefficient for Account-Based Marketing objectives.
Semcasting audience and targeting solutions are specifically built within the context of cross-device, cross-channel targeting. Our twice-patented Semcasting Smart Zones® IP targeting technology maps the physical delivery points of IP addresses to deliver a transparent offline-online connection with 80-90% match rates. To link audience coverage across networks, locations, email, and mobile, Semcasting Mobile Footprints provides one-to-one reach to mobile devices that are tied to these same Account-Based profiles. Once impressions are served, they can be matched back to the audience, channel, device, location, and outcome for deterministic attribution.
The inherent challenge of Account-Based Marketing is mastering multi-channel audience delivery. Once an audience is fully mapped across channels with a high frequency of uniform coverage, both the house and foundation are secure. Learn more about Semcasting’s ABM solutions: Semcasting Smart Zones® and Semcasting Mobile Footprints.
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