The annual ANA survey found that 35% of brand marketers (most with annual media budgets in excess of US$100 million) have already expanded their in-house programmatic media buying capabilities.
We’re seeing similar adoption by brand marketers to bring cross-device digital identity in-house. Insourcing digital identity is enabling brand marketers to provide consumers with a richer, more consistent experience across devices.
When you take the digital IDs provided by a vendor such as Tapad and link them within your own tech stack to your customer profiles, you are able to significantly enhance your understanding and measurement of the customer journey.
Conversely, not bringing digital identity resolution in-house can leave brands at risk. Every touchpoint represents an opportunity to build loyalty by allowing you to recommend relevant offers, preferential pricing, and other tactics that demonstrate customer appreciation.
9 BENEFITS FOR BRANDS TO BRING DIGITAL IDENTITY RESOLUTION IN-HOUSE
1. Extend your reach
Reach more devices for households and individuals, for both authenticated audiences (such as site logins) and non-authenticated audiences (such as consumers who have bought in-store, or may have seen your print ads, but are not currently included in your database). Integrating a cross-device graph can increase your reach by 5x or more.
2. Manage campaign frequency
Don’t waste media spend by over or under targeting consumers. If the ideal frequency cap is four messages per week, don’t inadvertently show the same consumer the identical message a dozen times across multiple devices.
3. Own and control your own data
Ensure your customer identity data is kept under your roof, with no vendor lock-in if you chose to change external agency, martech or ad tech vendors.
4. Unify fractured data
Bring together disparate user data into a single view of the consumer. This includes using the Tapad cross-device IDs to better map customer interactions across different “swimlanes” that can otherwise result in siloed data and erratic customer experiences. In the absence of a cross-device identity resolution offering, that maps multiple devices for individuals and households, identity remains fragmented.
5. Achieve greater resolution
Understand the influences each touchpoint has on consumer behavior. Cross-device identity resolution allows B2C marketers to build more complete, granular customer profiles to precisely target campaigns and craft relevant interactions for high performance acquisition, cross-sell, and upsell efforts.
6. Improve targeting
Target the consumer at the right time on the right device. This includes sequential messaging. For example, a brand may prompt customers with ideas during the workweek on mobile devices, followed by a call to action to purchase that weekend on home or laptop computers.
For example, a major supermarket retailer found a 40% uplift in store visits from people who saw the campaign across two or more of their devices versus on just one of their devices.
7. Combine offline and online profiles
Obtain additional insight beyond the “keyhole” of your own touchpoints by understanding the customer’s range of digital devices, at both the individual and the household level. A more comprehensive picture is formed by stitching together ecosystem data with your internal first-party data to, in effect, open the door to a view of the whole room.
The previously common split between digital and offline marketing is antiquated and ineffective. For example, retailers map loyalty-card customers to their Tapad DGA ID’s, so that their digital marketing and advertising recognize loyal customers prior to them entering an email address upon purchase checkout.
8. Track full consumer journeys and tie conversions to marketing spend
Understand customer journey across all channels and devices with multi-touch attribution, to create seamless and exceptional experiences across touchpoints, and to improve your media measurement and analytics. Feedback loops are informed by digital identity resolution, so that you are not missing consumer actions on multiple devices.
For example, prior to working with Tapad, the Hotels.com anonymized user data was fractured — with the popularity of their “Captain Obvious” campaigns, the Hotels.com marketing team could see the conversions happening and what device they happen on, but there were a lot of journeys that didn’t seem to convert. This made it appear like Hotels.com was wasting their marketing budget when they knew that was not the case.
9. Enable personalization
Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase marketing spend efficiency by 10 to 30 percent, according to data from McKinsey and Co.
Personalize your desktop and mobile websites at both the individual and the household level, by linking insourced cross-device digital identity with your website experience software or other website management system. In addition to websites, over time you can expand personalization to more of your other owned and operated properties.
Do all this within your existing and planned martech stack with Tapad Device Graph Access.
What do Condé Nast, Etsy, Expedia Group, Home Depot and Williams-Sonoma have in common with more than 100 ad tech and martech vendors? They all rely on Tapad digital identity resolution as customers of Tapad Device Graph Access (DGA). With Tapad DGA, you are able to incorporate cross-device digital identity resolution within your organization’s own tech stack.
Download our eGuide to get in-depth insights and learn how more brands are bringing digital identity resolution in-house.
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