The Perfect Match (Rate)

 In Data & Analytics, Digital Marketing

This Valentine’s Day, we’re talking about how to find the perfect match — well, match rate, that is. We know it’s a little corny, but bear with us — you’ll learn something, and maybe our data team will be the perfect match for your next project!

What is a match rate?

A match rate is, basically, how much of your data is matched online to ad tools. If we’re working with donor data, a list of past customers, likely voters in your district, or any other list you might want to target on digital, we have to upload that list and match it to real people online.

That seems simple enough, but what a lot of people don’t know is that no match rate is going to be 100%. In fact, the average match rate is more around 40% — which means that out of any list of online targets, only 40% are likely to actually see your digital ads.

Why?

Lists for targeting normally match phone numbers, email addresses, cities of residence, names, and/or more. But since over time, people change their phone numbers, move residences, get new jobs, and create multiple email addresses, your data might not be the most up-to-date. And normally, ad buyers can see how much of a list is matched, but they can’t see who is and is not matched online.

Match Rate Example Graph

We use multiple data sources and companies to make sure we match as many people on your list as we can, so your ads have the broadest reach and the best results possible. We were able to provide a 77% match rate for this client in 2016. In 2018, we expect match rates would be even higher — up to 90%.

The CMG Difference

Imagine how you would feel if your mail firm only delivered your piece to 40% of your list. You wouldn’t be okay with that, would you? That shouldn’t happen with your digital ads, either! Unlike other firms who can only guarantee that 40% of your audience will see your ads, our method guarantees a match rate of 50-90%.

We use multiple data sources and companies to make sure we match as many people on your list as we can, so your ads have the broadest reach and the best results possible. Basically, our team goes the extra mile so your digital advertising can achieve the perfect match (get it?).

Want to learn more? Call us at (517) 258-1947 or email info@changemediagroup.com to get in touch.

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