Data Onboarding – What, Why and How It Works?

Digital marketing is like a war field, where brands are battling it out for the customers. While online brands are aiming for omnichannel marketing, offline brands are entering the online market through Data Onboarding.

Earlier, only brands with an online presence could target their customers online. Thanks to data onboarding, now even the offline brands without an online presence can carryout people-based marketing.

First, let’s understand in brief about the identifiers/Ids and then get into the concept of data onboarding.

In today’s discussion, we’re going to discuss the following topics:

What is Offline Data?

Offline data is nothing but the information collected from offline customers. Usually, offline data comprises PII (personally identifiable information) of customers.

Generally, Offline data comprises of Phone numbers, Email ids, Purchase histories, CRM, customer care cases, Demographic data, Customer feedback, Offline surveys and more

But why do marketers gather this information?

For example, whenever you visit a supermarket or any store, you will provide a contact number or any other personal information while billing. 

While this information is gathered for authentication, it is also utilized for marketing efforts – to send sales and other promotional ad campaigns.

But is this enough? No. As an offline brand, you have to compete with other offline brands as well as online brands.

Know why? Online brands are grabbing more customers through multiple online channels. Since our access to gadgets/digital devices has become easy, online shopping is trending like never before!

That’s when CRM data onboarding swings into action – matching offline data with online ids will lead you towards programmatic advertising.

What is an Online Identifier and Its Role in Data Onboarding?

Online identifiers are the cookie ids or Google advertiser ids, which a site captures whenever a user visits.

As a matter of fact, cookies or cookie ids get generated when a user visits a particular webpage. They are:

  • Small data sets that contain the information of the user (user engaging with the website).
  • Stored in a computer’s web browser folders.
  • Formed when the user information gets converted into an id format through an automatic coding process.

Therefore, cookies play a crucial role in the onboarding process as it helps in tracking users who are engaging with different websites.

Advertising Ids/Ad Ids:

  • Ad ids are generated when a user visits an app.
  • Google advertising ids or ad ids are online identifiers on Android devices provided by Google Play services.
  • Ad ids are useful for improved advertising and digital marketing.

Data onboarding process maps cookie ids and ad ids with offline data of a consumer.

So, What is Data Onboarding?

Data onboarding is a process of connecting offline data with online ids of the consumers. Onboarding helps in bringing your siloed data under one single roof.

It is further useful for identity resolution and to carry out omnichannel marketing or multi-channel marketing. Also, to achieve a single customer view.

However, data onboarding is not just limited to offline brands. Even online brands can onboard their CRM data for user matching or resolution.

For instance, an online customer using a Samsung phone for making a purchase may change into an iPhone and start shopping there.

In such scenarios, online brands can still identify that particular customer with the help of identity resolution and continue targeting him with ads.

So, it is beneficial for both offline and as well as online brands.

Data Onboarding Process

Follow these data onboarding steps for understanding the process in detail:

Step 1: You have to onboard your data into the data onboarding platform

Step 2: Anonymize your data – as ensuring the privacy of your data is most important

(Anonymization of data is a significant aspect is CRM onboarding, to comply with GDPR and CCPA data privacy policies)

Step 3: Perform user matching and map your offline data records with online ids

(Identity Resolution gives a holistic view of customers – it’s the key to successful customer-centric marketing)

Step 4: You’ll get a list of identifiers on which you can build personalized campaigns

Step 5: Data activation – activating ad campaigns in various online channels

Are you looking for a new-age data onboarding platform?AudiencePrime is your go-to platform where you can perform Data Onboarding. You can Register Now for free and perform CRM onboarding of any scale and size, pay as you use!

Thus, data onboarding and data activation help you in targeting the right audience with the right message and at the right time through multiple channels/platforms.

Furthermore, let’s have a look at the advantages of data onboarding.

Benefits of Data Onboarding

  • Retargeting your offline customers in an online environment
  • Create and target personalized marketing campaigns (hyper-targeting)
  • Enhance customer experience
  • Allows you to gain better insights from the data
  • Get an omnichannel marketing experience

Ofcourse, onboarding your data is not the end process; it’s the beginning, which leads to a series of other processes. So, the next crucial topic of our discussion is data activation.

What is Data Activation?

Data activation is the process of fueling the data segments into action. The audience data segments obtained from identity resolution are useful for creating ad campaigns.

You can activate these campaigns across different channels/devices such as programmatic (website or app), social media, email marketing, and more.

Indeed, data activation is a unique process to unlock the value of the data by building meaningful and hyper-personalized ad campaigns.

It plays a crucial role in improving the consumer experience and driving more conversions.

How Does Data Activation Works?

Similar to onboarding, there are some critical steps in data activation. They are:

First step – Data collection and storage is the starting point for data activation. Data taken from various sources are available in DMP or a data onboarding platform for segmentation.

The second stepAudience segmentation is one of the key steps in data activation. It is essential to analyze and identify the right set of the target audience.

As a matter of fact, your campaign’s performance is directly related to the target audience. Hence, it’s essential to reach the right target audience to drive more traffic to your brand.

The third step – Data activation – activating various ad campaigns on multiple channels.

Interestingly, data activation helps businesses in reaching out to large audiences and in different platforms on a real-time basis.

So, here are some benefits of the data activation process.

Top Data Activation Platforms –

Advantages of Data Activation

  • Expanding the customer base
  • Creating a consistent experience for customers in all platforms
  • Send highly targeted messaging based on consumer behavior data
  • Receive feedback for optimizing your products/services
  • Build advertising campaigns based on the real-time insights from audiences
  • Content optimization through user insights

Therefore, data activation assists you in improving your customer reach and optimizing your marketing strategies.


In recent years, data-driven marketing has taken a front stage. So, more and more businesses are venturing into DMP onboarding and CRM data onboarding. Indeed, it is helping offline marketers to conquer the online marketing space.

Thanks to many CRM onboarding companies that are making the process easier and providing guaranteed results. And, one such company Audienceprime is a top-notch data onboarding services provider. 

AudiencePrime (DigitalKites) is an advertising platform that has various exciting features like identity resolution, audience enrichment, lookalike modeling, audience data marketplace, and more.

Therefore, you can onboard your data at ease and achieve multi-channel marketing experience in AudiencePrime. Signup Today!

No doubt, data onboarding and data activation processes are bringing a new dimension to the digital advertising spectrum.

About Akshatha Vinayak

I’m a technical writer who has a keen interest in digital marketing. I avidly follow the MarTech and AdTech industry and even enjoy writing about them. As a writer, I love to bring out more engaging and creative content for my audience. I’m also fond of writing travel blogs, articles on feminism and silly poems (sometimes). When I’m not writing, you’ll find me shopping like crazy or being a bookworm.

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