Data Onboarding is the New Game Changer for Brands

Interestingly, “Mobile shopping is predicted to dominate online sales, driving 54% of all sales by 2021”, as per Optinmonster (source 1).

At the same time, they’re shopping in offline stores as well. Hence, getting a single view of your customers is important.

Meaning, nearly everyone has a mobile or a desktop; they might see some new products while shopping in a store but end up buying from the phone or vice versa.

So, it is more than essential for brands to trace the customer buying journey, as they move among these touchpoints, to engage in people-based marketing.

Otherwise, they would be missing out on the opportunity to reach customers wherever they go.

To solve the puzzle, “where is the customer right now?”, came data onboarding.

Data onboarding

Let’s see

What is Data Onboarding?

Data onboarding is the process of importing offline customer data such as PII of customers with online ids (like cookie ids, ad ids, etc.,) into the online environment. It enables you to target the same offline customers online through ad campaigns. Onboarding process allows only the anonymized data for online marketing.

Furthermore, we’ll understand the onboarding process in detail.

Here’s a complete overview of how CRM onboarding works and what are the steps involved: 

Step 1: Gathering your CRM Data

One interesting aspect of onboarding is that it helps in gathering all your data under one single roof and streamlining it for marketing efforts.

Step 2: Anonymizing Your Data

Protecting your customer’s information is very important. Hence, data anonymization plays a major role in data onboarding.

Step 3: Onboarding Your CRM Data

The final step is the CRM onboarding process where you upload all your offline first-party data into the onboarding platform. You can either opt for DMP onboarding or directly upload the CRM data into the platform.

However, once your data onboarding steps are completed, you need to perform audience data segmentation. Based on these data segments, you can either use the data for online marketing or for offline marketing.

But, to get a complete picture of your customer buying journey and advanced targeting, you can further opt for identity resolution.

What is Identity Resolution?

The practice of pairing offline data with online identifiers to get a unified user id is identity resolution.

The persistent, real-time ids will provide you a single view of customers, thereby enabling you to deliver relevant messaging and personalized campaigns across different devices and channels.

But, coming back to our discussion, you should understand why CRM onboarding is important in MadTech space.

Why is Data Onboarding Needed?

Data onboarding aids in mapping the offline and online identities of your customers. Given the current scenario where customers shop through multiple channels, CRM onboarding plays an important role. So, here’s why data onboarding is necessary:

Enriching Your Data

The data you have in CRM needs to be updated at a certain time as it will lose its accuracy. Through data onboarding, you can enrich your customer profiles by adding online data. Thereby, improving your audience targeting efforts.

Create Complete Customer Profiles

Your CRM consists of first-party data such as phone numbers, email addresses, etc., but these aren’t enough to get a holistic view of your customers.

To fill this gap, you need customer data onboarding to match and map offline data with online identifiers of customers.

Therefore, providing you with robust and complete customer profiles through which you can reach them anywhere and everywhere.

Enhance Your Customer Experience

Your customers may know you as an offline brand but when you reach them online, they become aware of your online presence.

And, with data onboarding, you can engage your customers in offline as well as online channels. Ultimately, improving your customers’ experience with your brand.

Moving forward, let’s see some main advantages of this CRM onboarding.

What Are the Benefits of Data Onboarding?

1. Extending Reach

CRM retargeting is a perfect example of how brands can employ onboarded data as part of their marketing program.

With data onboarding, brands can take their offline CRM data (purchase, email-id, phone number, etc.) and convert them into a holistic digital audience for online targeting.

Once a CRM list has been onboarded, the brand can target a customer anytime, anywhere, across all devices.

Imagine a leather bag store has a bunch of prime members data in its offline database.

They want to orchestrate them online to retarget those customers who previously purchased leather backpacks.

Data onboarding platform will help onboard that data, match it to the cookie Id and send targeted ads to that customer as he had already shown interest offline, in the store.

Hence a single customer view is created across both online and offline platforms, allowing the brand to run effective multi-channel marketing programs that tie back to real results.

This is among the reasons that the adoption of CRM onboarding has progressed so rapidly over the past few years.

2. Audience Segmentation

From a brand perspective, the real focus is on audience segmentation, after all everyone enjoys personal attention.

With data onboarding you can segment the customers across channels, and devices; for making crucial decisions based on a fuller view of the customers, resulting in relevant marketing.

Because of these brands can take their marketing objectives to the next level by delivering better tailored and personalised experiences, creating value for their business.

3. In-Depth Insights

Data onboarding is the most effective way to gather information about customers.

Integrating offline data online will give a better understanding of your customers.

Brands can use this to explore more excellent values from their existing marketing investments.

In addition to necessary information such as gender, age, and demographics, they will learn more about their personalities, online browsing habits, interests, and their purchasing history both online and offline.

This will give a 360-degree view of the customers to the brands for them to drive smarter marketing decisions online and offline.

In short, brands can activate their offline audiences into the digital ecosystem and initiate marketing campaigns.

As a result, of the in-depth insights that brands get about the customers journey, advertisement campaign performance gets improved.

For example, a newspaper company wanted to run a digital advertisement campaign.

They need to suppress existing customers who are already present in their subscribers list from the campaign.

Using the critical insights from audience onboarding and identity resolution, they will reach out to exclusively relevant customers for consistent, continuous and seamless targeting with increased accuracy.

4. Reduce Media Spend

Above all, an efficient data onboarding strategy will bring a significant impact on the ROI, as it will reduce the unwanted media spend.

Advertisements will only be triggered to customers when their offline data matches with the online identifiers.

Using unique IDs, brands can track customer engagement from online campaign interactions through final purchase.

Not only will it increase retention but will also enhance productivity; as a result, improved customer satisfaction.

This helps brands to measure their digital marketing efforts on offline store sales, in turn enhancing the efficiency of digital marketing activity.

5. Gives Quality Data

The significant part of CRM onboarding is the data.

When a brand partners with a data onboarding service provider they not only help with maximizing reach and achieving higher match rates, but continually update existing profiles, delete duplicate records, and refine the data.

Thus brands are assured that their data is up to date.

Data Onboarding With DigitalKites

DigitalKites is an open collaborative platform which has specific platforms for brands (AudiencePrime) and publishers (AudiencePlay).

As a brand or agency, you can leverage AudiencePrime to carry out data onboarding and amplify your audience targeting opportunities.

You can also leverage your historic data to create alternative revenue streams for your business through the onboarding process.

DigitalKites (AudiencePrime) is one of the new-age, superior onboarding providers in the market today.

Register today to explore our data onboarding feature and many more!


Consumer behavior is evolving every second, thanks to the access to a plethora of sources.

A vast population of users are exposed to a wide range of choices in products both online and offline.

So, brands today are not willing to leave any stone unturned in engaging customers with meaningful interactions everywhere.

They believe that customer data is the key and unlocking this data, in a strategic way can create a massive transformation in the coming days.

Thus the role CRM onboarding is playing in changing digital marketing is proving to be a real boon for brands.

They can now connect the dots across the platforms in an accurate, scalable and privacy-compliant way to produce a persistent view of the customer. Source 1

About Akshatha Vinayak

I’m a technical writer who has a keen interest in digital marketing. I avidly follow the MarTech and AdTech industry and even enjoy writing about them. As a writer, I love to bring out more engaging and creative content for my audience. I’m also fond of writing travel blogs, articles on feminism and silly poems (sometimes). When I’m not writing, you’ll find me shopping like crazy or being a bookworm.

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