Direct Match from Resonate Allows Brands to Understand and Act on the Motivations of Offline Customers in the Online World
Brands can now improve customer retention by using CRM data to understand what makes those customers take action and target them through online advertising campaigns
RESTON, Va.--(BUSINESS WIRE)--Resonate, the only company that empowers marketers to act on why people make decisions, today launched Direct Match, giving brands insight into the values, attitudes and beliefs of customers and prospects whose information is stored in offline customer files. Now brands can on-board offline CRM (Customer Relationship Management) data to better understand these audiences through analysis, and reach more customers and prospects with online campaigns based on motivations.
“Using Direct Match, we can convert the dealership’s offline customer data, analyze values and motivations and target drivers with online advertising campaigns. By complementing the dealership’s direct mail and email efforts, we can more effectively encourage customers to renew their leases and stay loyal to the auto brand.”
Direct Match protects and maximizes the significant investments brands have made in customer acquisition, allowing them to retain and grow existing relationships – typically more cost-effective than acquiring new customers. Direct Match informs the creative and messaging across all marketing channels by helping strategy and analytics teams better understand their customers’ motivations.
“Take a car dealership wanting to target customers who are reaching the end of their current leases,” said Scott Blacker, VP Product Management, Resonate. “Using Direct Match, we can convert the dealership’s offline customer data, analyze values and motivations and target drivers with online advertising campaigns. By complementing the dealership’s direct mail and email efforts, we can more effectively encourage customers to renew their leases and stay loyal to the auto brand.”
No other company can provide insights into the values, attitudes and beliefs of individuals contained in an offline customer file. For targeting, brands combine Direct Match with Resonate Media to deliver advertising based on individuals’ motivations across all digital channels, including display, mobile, social and video. For analytics, Direct Match works with Resonate Analytics to analyze and determine what motivates customers and prospects to take action. A key benefit of Direct Match is its ability to complete the analysis of offline customer data faster than other solutions. This is possible because Resonate collects information on more than 200,000 survey respondents annually and continuously models that information to the online adult population, allowing for a ready-to-use cookie pool containing motivations-based data.
How it works
Brands provide their customer or prospect lists to Resonate’s onboarding partner, who matches the offline data to online users and syncs them to Resonate. Resonate analyzes the audience and delivers online advertising campaigns to that audience.
Resonate is the only company to empower brand, political and cause marketers to identify and engage with audiences based on the reasons behind people’s actions. Combining the latest big data technologies with proven research and analytic techniques, Resonate powers motivation-based targeting and analytics across all digital media channels. The ability to deliver advertising based on an individual’s social and personal values and product purchase preferences, goes beyond simple demographics to achieve greater engagement, campaign results and customer insight. For more information visit http://www.resonateinsights.com/