When implementing identity-based strategies, a brand’s data onboarding proficiencies will make the difference between delighting customers with experiences they want—or annoying them with irrelevant, overplayed messages they want to ignore.
As we now know, marketing is no longer just about winning conversions; it’s about maintaining conversations. And the only way to do so is by being able to continually recognize and relate to customers with contextually relevant experiences throughout buyer journeys. This is why resolving customer identity has become a marketing imperative and why, as the foundational first step, data onboarding is pivotal to a brand’s success.
The technical process of uploading offline customer data to the online environment to match with digital identifiers – made its ad-tech debut years ago. But with today’s increasing focus on identity-driven marketing, this critical capability is once again in the spotlight.
Signal’s platform extends beyond onboarding, equipping brands with an always-on customer data asset ready for onsite identity resolution, real-time media activation, closed-loop analytics and up-to-the-minute insights that can used across the enterprise to drive better business outcomes.
Working with the Best
It was a privilege to challenge myself alongside computer scientists with backgrounds in the military, Amazon, and Google— working on an R&D team within the company that continually led giant steps in enhancing daily processes that exceeded a trillion worldwide transactions per day.