Identity Mapping Technology: Revolutionizing Consumer Marketing Reach

As consumer and business personas converge, identity-mapping data enrichment accelerates marketing outreach effectiveness.

As consumer and business personas converge, identity-mapping data enrichment accelerates marketing outreach effectiveness.

It’s clear that marketers want to promote offerings based on both what people do for work and what they purchase as consumers. But it’s been generally difficult for a marketer to assemble a complete 360 view reflecting both simultaneously. 

Luckily, with many advancements in data technology, that’s changing. As everyone grows increasingly integrated into an omni-present digital landscape, whether at work or at home, the distinction between an individual’s business and consumer persona is becoming more blurred.

With that in mind, we’ve added a new suite of consumer marketing tools to our REACH platform. Originally released in 2019, Versium REACH previously focused exclusively on B2B marketers, enabling them to identify, understand, and reach more of their ideal targets. With our latest launch, B2C marketers can now leverage the power of REACH.

Built on top of Versium’s industry-leading identity resolution capabilities, Versium REACH leverages unique Business-to-Business-to-Consumer (B2B2C) identity mapping, substantially expanding the ability to reach first-party business professionals and consumers across multiple digital touch points—from social platforms to smart TVs. 

With identity resolution capabilities within REACH, you can address these needs with a single, powerfully flexible data-analysis system. Versium ID Resolution is helping publishers compete with the “walled gardens” of social platforms, helping enterprises manage internal privacy and data compliance requirements, and helping marketers reach business professionals across the digital ecosystem by as much as five times what has typically been achievable.

Versium REACH provides a level of flexibility and analytical nuance not previously available in a single platform. Key benefits include the following:

• Organizations that want to market to both consumers and businesses simultaneously, in segments ranging from insurance companies to wireless carriers, can do so all through a single interface

• Consumer marketers can leverage data to reach business professional segments. One example includes consumer products targeted at a business segment, such as executives at technology companies who might have a high propensity for luxury cars or other items

Business marketers can target an audience wherever and whenever, even though audience members might be working from home. Older strategies of IP mapping and geo-fencing do not work in the “new normal.”

“Versium REACH has been a tremendous value to my business and clients,” said Ed Hayes, Owner, MobilEdged LLC. “The price and quality of the data has made REACH our go-to choice for data appending, period. I am able to directly reach the exact prospects I want to target, through several channels, which has improved ROI for myself and my clients. Not only is the product easy to use, with the highest quality of data, the one-on-one customer service is next level.”

Learn more about how the Versium Identity Graph technology can help advertisers reach the right people, wherever they are online.

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