When talking casually or in meetings with marketers, I often hear that they’d like alternatives to the few stalwart data onboarding solutions – those whose roots predate the growth of mobile. They want to know what, if any, alternatives exist to these traditional onboarders, especially when it comes to mobile-focused, or mobile-device-inclusive, audience identification and targeting. They wonder if they are leaving money on the table with existing onboarding solutions.
If you’re one of these marketers, you’ll find good news in our recent press release.
If you missed it, here's the scoop; The methods we’ve successfully employed and delivered to major brands for more than five years to deliver addressable advertising solutions that reach precisely targeted audience segments is now available for onboarding of data.
Why is this newsworthy?
Because we do things differently than other identity solutions. And that difference results in marketers getting more bang for the buck from their data. Our unique, patented method of mapping devices to people — built from the ground up for mobile — enables us to map more people to more screens (4-to-6 times more than others) and more data (60% to 90% greater match rates), with deterministic accuracy.
That’s newsworthy, but also begs the question…
How does 4INFO onboard better?
A mobile native approach is a big part of it. Data onboarding is not new, but the need for a mobile-first focus most certainly is. January stats from comScore confirm that mobile devices are now consumers’ primary digital tool. In fact, almost three quarters of all digital minutes are spent using mobile devices today. Which means if you only have your data onboarded to desktop, or to mobile via the wrong onboarder, then, yes, you are leaving money on the table!
Today, a mobile-first approach is key to driving maximum revenue from your data or customer assets. Of all the current onboarders, only 4INFO is rooted in mobile. Most identity and data onboarding solutions on the market today are rooted in desktop as a starting point for mapping people and data to devices. And all of the desktop onboarder solutions start with cookies from desktops and laptops, then look across the Wi-Fi edge to identity potential matching mobile devices.
The core weakness in this approach is that desktops and laptops are the least-used, most stationery shared digital devices. Customers don’t take their desktop or laptop into a store, but everyone takes their smartphone. And, of course, cookies lack persistence, expiring often.
Compounding the problem with desktop-reared identity solutions is that most use an email address as the data Link, which only deliver a match rate of 10% to 40% between email address and home address. But our onboarding platform is unique – patented, even – and our Bullseye ID™ methodology to map mobile devices to people and then map to their other connected devices is allowing us to map people and devices directly to home addresses, independent of registration data with email address. As a result, we typically achieve a mapping rate of 60% to 90% more people to data
than other solutions!
Addressable, people-based marketing solves the cross-device challenge by tying direct-to-consumer campaigns back to specific individuals. More accurate targeting inevitably produces higher conversion rates and drives increased revenue because, with a significantly higher match rate, you’ll reach more of your audience and across all of their screens.
That we’re giving you smarter and more accurate cross-channel identity mapping and data onboarding is not just our opinion. More than 450 independent closed-loop measurement studies have been performed — by companies like Nielsen, Acxiom and Kantar Shopcom — to demonstrate 4INFO’s accuracy in mapping purchase data to people, devices and households.
That means you now have a strong alternative to traditional data onboarders, one that gives your data more bang for the buck, solving the angst of leaving money on the table.