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In order to make that happen, brands need to be able to synchronize customer data for rich, relevant targeting, as quickly as those experiences unfold in the moment. They work 24/7 to improve a user’s experience with the brand, address concerns right away, and guide customers to the relevant human agent within seconds so that no questions go unanswered, and all customer expectations are met. Consider the Starbucks Rewards Program, which offers free in-store refills, free bakery items, free drinks on your birthday, and the list goes on. Key takeaway: Brands need to offer custom deals and discounts that don’t come off as “short-term fads” in the customer’s eyes.

Both Facebook and Google’s ad platforms give you the ability to integrate your first-party CRM data with audience tools. In addition to creating custom audiences based off your CRM data, you can also target people based on specific events tracked by the Facebook Pixel, such as search queries, pages viewed, cart actions, checkout, and more from your website. Google’s Similar Audiences feature allows you to create new audience segments based on those with similar behaviors as your target audience. Today’s most effective ad platforms offer great tools that allow you to leverage your first-party data to reach new and existing segments across social and search networks.

Brands view match rates as a fundamental, easy-to-calculate method for gauging an onboarder’s ability to find and recognize users within the advertiser’s audience data set, and advertisers routinely rely on them as a means of validating and comparing potential onboarding partners. Advertisers reliant on on-again, off-again batch onboarding find it difficult to discern the true addressability of an audience beneath the match rate that accompanies each batch, because these matches do not occur in real time. Consumer actions and transactions that go unrecorded in the lapses between these onboarding events irrevocably distort and compromise a brand’s understanding of the customer journey, making only a much smaller portion of the matched audience truly addressable at the moment of activation. A campaign’s addressability rate is in turn a far more comprehensive and far more consequential metric, because it calculates the actual percentage of an audience that is known to the brand once the matching process is completed, rather than when that data was onboarded for a specific campaign.

Digital marketing and customer relationships are constantly evolving, and marketers looking for innovative strategies to distinguish themselves and provide genuine customer experiences can often feel overwhelmed with the proliferation of technology choices available. Gartner’s Hype Cycle for Digital Marketing and Advertising, 2019, which prioritizes the key technologies that marketers need to provide the omnichannel, personalized interactions that customers demand. It also holds this technology with great promise and a positive outlook as marketing objectives shift toward customer retention, people-based marketing and the utilization of first-party data. With the right strategy in place, Gartner states that identity resolution can “power more effective multichannel engagement, improve targeting and creative tactics…and help marketers emulate the ‘people-based marketing’ power of platforms like Facebook, Google and Amazon.