Customer and Prospect Data Activation

Data Gaps Hurt Marketing Engagement and ROI

Data onboarding is rapidly becoming the preferred alternative to cookie “intender” segments. The process of onboarding CRM customer files, prospect lists, emails, or website visitors from offline to online — or vice-versa — too often results in low match rates, high onboarding fees, and little to no transparency to the audience you target.

And the challenge of match rates doesn’t end there.

In a world that is rapidly transforming into a mobile-dominated culture, it is critical to establish a transparent mobile connection to individuals and business decision-makers. Zenith recently forecasted that mobile will account for 60% of all Internet advertising by 2018 and 79% of all Internet use.

An effective cross-device strategy is necessary for campaign success. Any process for mobile device onboarding requires an infrastructure designed to support a common ID across all offline and online platforms. With all this information at our fingertips, it’s clear you can’t execute an omni-channel campaign effectively if you can’t transparently link your prospect lists and CRM profiles at an 80-90% match rate to multiple digital delivery points.

Semcasting Smart Zones® IP targeting was built to give marketers a way to deterministically extend audiences across touchpoints with reach and transparency using the same common ID. For over 250 million consumers, 140 million homes, 18 million businesses, and 115 million mobile devices, Smart Zones transparently supports ad targeting across multiple channels using the same ID for each person and household.

The key is cost-effective data activation. Touchpoints such as anonymous website visits or emails can be extended cross-channel and cross-device at scale. It is now possible to match-back actions across channels to activate marketing initiatives. Follow-up strategies can be developed to further the objectives of any campaign and optimize marketing spend.

Learn more about how Semcasting can leverage data activation to define multi-channel audiences, onboard across channels and devices, and match-back campaigns to profiles and outcomes.