The very fact that you just clicked on this blog post tells a little bit about you.
Maybe you clicked on the title because it seemed intriguing, maybe you have an interest in digital data, or maybe you just clicked on it by accident as you were scrolling through your Twitter feed looking for something Kylie Jenner posted.
Regardless of why you clicked on it though, the fact remains that you did – and that says something. But what does it say exactly?
Well, you can learn a few things about a person through their online footprint. After all, almost everything you do on the internet leaves a trace, however small, indelibly imprinted in 1’s and 0’s like some strange, dystopian, Matrix-like vision of the future.
New, cutting-edge marketing software can capture those bits of information you leave in your wake as you travel throughout the internet, turning them into tangible pieces of data like an IP address, email address, and maybe even a name.
Once upon a time, even the ability to capture this superficial digital data was considered to be revolutionary. But as a technology-driven society always looking for a better, smarter way to do things, it soon became apparent that these digital data footprints were only telling a fraction of the story when it came to the “who, what, and when” of online traffic.
The accuracy of online data is often called into question. After all, have you ever thought about just how many email addresses you’ve registered in your name since you were old enough to type? And what about IP addresses? These days, just about everyone is going online using multiple internet-connected devices each day – and each of these devices has its own IP address.
So how to solve the problem of inaccurate, unreliable online data? Online world, meet the world of offline data.
You see, digital data may not tell the whole story on its own – it won’t be able to tell marketers anything about who you really are, how you live, where you spend your money and what you spend it on – but combine it with real-world, “ground-truth” data, and it suddenly becomes much more powerful.
As direct marketing tactics like ultra-targeted messaging, market segmentation, audience profiling, and data modeling become more popular with marketers, having accurate, reliable data based on real-world attributes is more valuable than ever.
Attaching a piece of real-world data as simple as a person’s street address suddenly transforms their online data into a treasure-trove of information that can then be linked to additional attributes from hundreds or even thousands of third-party data sources.
Perhaps more importantly, this ground-truth data enables marketers to eliminate 90% of the waste associated with traditional digital display advertising—and achieves click-through rates that are 2 to 5 times higher than those of traditional display campaigns.
Whereas the use of online data was previously relegated to strictly digital campaigns, like display advertising, coupling it with real-world, offline data now allows marketers to target their online web traffic with more traditionally effective omnichannel marketing efforts, including direct mail, email, social media, and addressable TV.