Customer Data Onboarding: Winterberry Group Publishes State of Market

In our data business, data onboarding is probably one of the hottest topics around — up there with cross-device/cross-platform and a continuing discipline for data quality and governance. But how do marketers accomplish onboarding (and why do they need to), and do so in a way that is affordable, accurate, scalable and responsible?

Data DrivenThe holidays are past — but there’s every likelihood consumer brands are dealing with an aftermath of data avalanche from all the points of customer engagement, screens, catalogs and mail, email, social, in-store, and more which just found their way into (or very near) the marketing database. Whew!

One of the hottest tech areas for “whole customer view” is customer data onboarding: “The process of matching (temporarily linking) owned consumer data (PII) with consumers’ corresponding digital attributes (such as cookies, IP addresses, device IDs and other identifiers) to create a cohesive and comprehensive identity for more actionable marketing.”

That’s a definition provided by Winterberry Group in its recent white paper, “The State of Consumer Data Onboarding: Identity Resolution in an Omnichannel Environment,” authored by Bruce Biegel, Alex Sheidler and Gina Maggi. The report is downloadable here (free registration required).

In our data business, data onboarding is probably one of the hottest topics around — up there with cross-device/cross-platform and a continuing discipline for data quality and governance. But how do marketers accomplish onboarding (and why do they need to) – and do so in a way that is affordable, accurate, scalable and responsible?http://www.winterberrygroup.com/our-insights/state-consumer-data-onboarding-identity-resolution-omnichannel-environmentIn speaking with data, marketing and legal minds from nearly 20 companies, Winterberry Group sought to provide a framework for answering this very question — while providing use cases, underlying value and considerations of emerging, maturing and mature marketing organizations in this effort. “As more marketers adopt omnichannel approaches, the U.S. onboarding market has subsequently grown from an estimated $30 million in 2012 to $250 million in 2016 and is forecast to reach $1 billion in 2020,” according to the executive summary from the report.

Given that the entirety of the current U.S. data expenditure market is $12.8 billion (according to another new Winterberry Group report, “Outlook for Data-Driven Marketing 2017”), that’s a growing proportion of resources being set aside to stage, merge and derive insights from data for advertising and marketing purposes.

Beyond the white paper, this particular company conference has emerged as one you might consider attending: RampUp Live! 2017 in San Francisco in early March.

The consumer is everywhere — screen, mobile, social, offline — and she expects to be recognized! Doing so is a top business concern, but it must be done sustainably.

Author: Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

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