Data Onboarding

The Short Answer

Data onboarding is the process of matching an offline dataset, such as a CRM export or a customer list, to online identifiers so it can be activated in a digital advertising or marketing platform. It is what turns a static spreadsheet of customers into an audience that can actually be targeted across email, ads, or other channels.

How It Works

An offline dataset, a CRM export or a customer list, is matched against online identifiers, most often through hashed email or a similar deterministic identifier, so the resulting audience can be uploaded and activated in an advertising or marketing platform.

Why It Matters

It is what turns a static spreadsheet of customers into something a media platform can actually target against, connecting offline customer relationships to digital marketing execution.