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All On-board F
Charles Wiles, MD at VisualDNA and Kevin Telford, Strategy Director at Callcredit
or those who’ve not come across the term before, could you give us a quick introduction to ‘data on-boarding’?
and making it available to use in your online marketing activities. At its heart, it’s as simple as that.
Charles Wiles: Data on-boarding is the process of Could you give us an example?
Charles Wiles: Imagine you’re a data set. Your users are divided into different marketing segments - DM, email and so on – so you can
Charles Wiles, MD at VisualDNA
customise your marketing. In the be connected to your online world.
and television marketing channels. There is a real transformation in the way companies target and engage with their customers. It can improve campaign performance and return on marketing spend, whatever the size of your company.
Data on-boarding allows you to bring
Put simply, how does the process work?
Charles Wiles: Fundamentally, you need to match the unique – with an anonymous online cookie. At VisualDNA we work with publishers and websites who enable us to make that match. They know the email addresses of users registered with their sites. They see that user, identify that cookie and match them up.
Charles Wiles: Ninety billion dollars is spent on online advertising every year, and a lot of that is made without knowing anything about your users. Sure, you might know which web
page they’re on right now, you might know which site they visited yesterday – that’s what retargeting does – and you might know what they just searched for. But that’s it. But once we have this data on-boarding capability in place, you can use the same sorts
An example might be a newspaper with a whole load of print subscribers which is looking to develop its online presence. They may also want to identify online users who they can convert into print subscribers. The newspaper can look at the customer likely to buy the print edition. It can then advertise directly to those people, both on and off the website.
That’s a very simple example of how this technology is allowing
need to waste impressions on their site presenting subscriptions to people who they know aren’t going to be interested. They can also reach those users in other places, off their own site, and increase the likelihood of conversion.
Kevin Telford, Strategy Director at Callcredit Information Group
Kevin Telford: Online advertising can be a bit like digital junk mail. Callcredit and VisualDNA came together to work out how to serve people with more relevant and appropriate ads. At the moment, generic advertising still performs well. But we want to serve the people who our clients want to reach with the right offer, at the moment they value it, through their preferred channel. We’re moving the market from a push to a pull.
Read the full interview at:
www.figarodigital.co.uk/editorial-article/in- depth-charles-wiles-at-visualdna-kevin-telford-callcredit-information.aspx
All interviews by Jon Fortgang
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