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Data On-Boarding Definition
The term “Data On-Boarding” is referred to as the transfer process of offline data in the form of digital format. The data is then combined and used for analysis purpose. Data onboarding is used for marketing purposes, to know marketing needs such as sales and overall consumers trends and information (behavioural analytics). Organizations try to get offline data to use it online as the information is concerned with customers buying approaches and trends. Such use of data provides an organization with an overall picture of the market that is used for future marketing purposes. The concept of data onboarding is also perceived as just onboarding or data on-ramping.
A Little More on What is Data On-Boarding
Data onboarding activity not only involves the collection of customers information but also it is matched with online profiles of customers. However, the organization uses information in an anonymous way to observe customers privacy. This process includes the collection of all types of customers data from their phone numbers to personal choices, email IDs, and even their residential addresses. However, every type of information is anonymized to meet with standards concerning customers privacy.
Using Data On-Boarding
The major concern for business organizations is to select a method to get and digitize offline data. Although some methods are used and one of them is to digitize the information and then sorting it as per category. This attracts organizations to use certain types of software to sort all types of data according to different categories that they are in need of.
For instance, audio files of the phone calls made to customers and their transcripts including the survey results of post-call satisfaction are saved. This type of data has great significance but preference is given to survey results as surveys include the direct response of customers. Transcriptions by using algorithmic analysis help to identify trends or any issues related to them. It is to note that audio files are not used after the transcription is made but they serve as reference only.
CRM (Customer Relationship Management) software is used to digitize the date. The information is captured while customers interact with employees. Customers information is processed using cohort analysis as it helps to know what type of marketing information can be relayed to the customers. This type of strategy is useful in banking sector comparing with online stores. However, certain online store such as Amazon has a great volume of data to use it for offline purposes. Organizations depend on CRM and this means employees are incorporated with the system to get consumer data.
It is easy to understand online analytics because marketers know from the report about the response of customers who clicked an ad or who responded to a call. The marketer can buy data from other sources to compare information related to a customer before finalizing any marketing decision. If a customer gets all types of information from a single platform it is easy to know about customer’s trend. For instance, if a customer already knows about a product by any means of search in stores then this type of data is called traditional advertising and it is not combined with digital analytical performance.
Data onboarding is not completely perfect to capture or to deliver offline data. It has some problems concerning with speed and accuracy. However, further investments will contribute to innovations regarding data onboarding.
References for Data OnBoarding
Academic Research on ‘What is Data On-Boarding
Researching onboarding best practice: Using research to connect onboarding processes with employee satisfaction, Snell, A. (2006).Strategic HR Review, 5(6), 32-35. The writer investigates the best practices used for onboarding of data and to increase contribution between the company and employees. This helps to avoid any pitfalls during data onboarding.
Reinventing employee onboarding, Cable, D. M., Gino, F., & Staats, B. R. (2013). MIT Sloan Management Review, 54(3), 23. This research explores new ways that organizations can use for data onboarding purposes. The organization needs to take “onboard new employees” and for this purpose, a new strategy that is known as “personal-identity socialization” needs to be adopted.
ONBOARDING, Derven, M. (2008). ONBOARDING. The writer explains the role of data onboarding in relation to adopting new marketing strategies to increase business growth and to interact with customers successfully.
Employee onboarding: Identification of best practices in ACRL libraries, Graybill, J. O., Taesil Hudson Carpenter, M., Offord Jr, J., Piorun, M., & Shaffer, G. (2013). Library Management, 34(3), 200-218. This paper helps to understand how new employees can familiarize with organizational business needs and target while using them for data onboarding.
Onboarding strategies to supercharge millennial employees, Ferri-Reed, J. (2013). The Journal for Quality and Participation, 36(2), 32. The author discusses certain practical strategies that can help in managing millennial workers. The study focuses on the point that new employees should be confident and technology experts to produce the best results for onboarding of data.
Specific onboarding practices for the socialization of new employees, Klein, H. J., Polin, B., & Leigh Sutton, K. (2015). International Journal of Selection and Assessment, 23(3), 263-283. The study comprehensively explores the use of new strategies for data onboarding and socialization process for new employees to avoid any conflict with consumers. The study presents a detailed account of onboarding practices used by 10 different companies and their employees.
Onboarding: An act of transformational leadership, Bradt, G. (2010). People & Strategy, 33(2), 4-6. The writer has an opinion based on theoretical findings that transformational leadership is required for successful data onboarding. This will help to increase the effectiveness of marketing strategy.
Onboarding externally hired executives: Avoiding derailment–accelerating contribution, Dai, G., De Meuse, K. P., & Gaeddert, D. (2011).Journal of Management & Organization, 17(2), 165-178. This study highlights the role of “executive onboarding” that increases certain strategic benefits for an organization. The writer presents a conceptual framework that can help external executives to share their role in the success of the business.
Recruiting, hiring, and onboarding case managers: Communication and setting expectations are keys to success, Serbin, K. M., & Jensen, S. (2013).Professional case management, 18(2), 95-97. The study highlights some principles concerning the recruiting process and onboarding of managers that increase the effectiveness of communication between business managers and new employees.
Three Must‐Have Onboarding Elements for New and Relocated Employees, Krasman, M. (2015). Employment Relations Today, 42(2), 9-14. The research highlights the mechanism of using three onboarding strategies that organizations need to apply to adjust new as well as relocated works.
Executive onboarding: How to hit the ground running, Ndunguru, C. A. (2012). Public manager, 41(3), 6. The results of this paper indicate the role of using a certain model for executive onboarding for successful marketing purposes.