A Member Services Strategy Gets You More Precise Measurement

Putting member services marketing into practice 

Setting up a digital member services marketing strategy involves a clear-eyed look at three key metrics: 

1. What is the true match rate of members in the onboarding process? Which specific member records matched and which didn’t? If there is no match, the marketer can consider email or some other tactic to make sure they achieve full reach. 
2. For the matched records, does the marketer know which members can be reached on which DSP or media platform? Just because there is an ID doesn’t mean the consumer is reachable on every DSP or social platform. This is go-no-go information if marketers use more than one media platform. 
3. Does the marketer have a next-day match-back methodology in place to deterministically confirm reach at a member level? Member reach, frequency capping across platforms and conversion tracking at the record-level is important for optimization of messaging and media placement.

By focusing on digitally targeting member customers or prospects like them across platforms, advertisers can leapfrog competitor engagement with these customers and save dramatically doing it. Incorporating member service marketing into measurement is therefore a necessity that will provide campaign and optimization insights that future-proof businesses ahead of any targeting or attribution changes.