What is Data On-Boarding?

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 (behavioral 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.

How does Data On-Boarding Work?

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 customers 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.

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