What is Data Onboarding and How Does it Work?

For marketers, acting with speed and agility is essential, especially today when responding to changing consumer behaviour is more time-sensitive than ever. But their desire to act on demand is often let down by the slow process of organising and activating data effectively across multiple digital advertising marketplaces.

Traditionally, the data onboarding process has been laborious and time-consuming, which has resulted in brands being unable to quickly and successfully react to market trends – something that is key to survival in this industry – but, these days there are partners to support marketers’ need for speed. 

This is where using a data platform can help, with the ability for brands to onboard their own ID universe, resulting in higher match rates, and increased data scale and quality. A data onboarding platform can significantly improve the results that a brand can achieve on a digital advertising marketplace.

So what are the key components of selecting and using a data onboarding platform?

Partner privacy compliance

The first point on the checklist should always be to ensure that a data partner is fully compliant with the latest privacy regulations in line with where in the world they are operating. With this landscape constantly evolving, knowing that you can rely on your partner to be compliant is a huge, and necessary, reassurance.

Prioritise partner speed

Many marketers may expect that data onboarding will be a long and expensive process, with a wait of weeks before granular user profiles are available for them to use in digital advertising campaigns. 

However, technology has become cutting edge, and fast segment synchronisation is available in hours rather than weeks. For those that have more urgent requests, some partners have the flexibility to offer segmentation on demand, rather than by default. Marketers should also look for a partner that can combine their segments with third-party data, run lookalike models or audience overlaps to increase scale and target composite audiences using multiple data points.

Optimise data quality

Poor data quality can be a concern for marketers, and many brands lack the infrastructure to match IDs at scale, thus reducing the effectiveness of activating data across buying platforms and programmatic marketplaces. Brands should be looking to optimise as much data as they have available to them through data onboarding, including offline information such as CRM data or details they’ve captured in their CDP. This can be onboarded to a partner platform and anonymised to provide a rich data source for digital campaigns and boost effectiveness. 

Reliable reporting

Marketers have become used to the slow delivery of reporting, with campaign insights being delivered on a monthly basis. Only having access to out of date information on the impacts of a campaign makes it very difficult to act on. However, this doesn’t have to be the case these days. Technology can now return measurement performance in near to real-time, allowing brands to respond to any trends with agility and speed. With same day reporting from a partner platform, brands are immediately aware of the strengths and weaknesses in their campaigns, providing them with the ability to optimise in flight, and adjust future activity accordingly. 

As brands continue to accelerate their data strategies to respond to the fast-moving market environment, prioritising a partner that can guarantee quality through advanced data onboarding, on-demand audience segmentation and same-day reporting will ensure that campaigns are optimised, and that they’re in a strong position to respond to shifts in the market. 

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