Access Essential Consumer Insights For More Effective Marketing Campaigns

Customer data is highly valuable for savvy marketers. It allows a business to create more personalized communications and messages so the customer feels like the business knows them. It also allows the business to pitch products and services that the customer is more likely to buy.

This kind of data is collected in many different ways, by many different companies. As an example, a consumer contact dataset includes email addresses and phone numbers for consumers. These are collected on an opt-in basis whenever a consumer registers with a website or app. While some data companies collect their data firsthand, others aggregate their data from a variety of sources to present marketers with a deeper dataset.

Consumer marketing data allows marketers to get the clearest picture of the consumers they're targeting: who they are, what they do, and how to contact them. The data is so versatile that it can be used to target based on demographics or predict what a consumer will be doing soon so you can reach out before they do that action.

There are many ways to get access to consumer data. The most obvious is primary or first-party data which is data you collect yourself. Every business owns important information about their customer’s buying habits, contact information, etc. This data should give you the highest confidence and will have the most relevance, but its usually the most limited. Third party data offers much more scale than any other type of data because its aggregated and enriched to be deeper and more impactful … at a cost. 

ITA data stands for Invitation to Apply and represents non-credit data used to present an offer to apply for a product (a loan, insurance, etc). For businesses that don’t want to make a firm offer of credit, ITA data represents their best chance to find credit-worthy people for a lower cost. While you can’t use credit data, you CAN build models from this data to find people likely to need credit. 

People-based marketing is the use of data to focus on individual targets rather than customer segmentation. By marketing to people as individuals instead of groups, messaging and offers can be personalized to each consumer instead of broad, unspecific targeting. This can improve ROI and response rates from campaigns due to the exclusive nature of the offer.

Customer segmentation is the process used to divide customers into specifically targeted groups based on common characteristics, such as demographics or behaviors. This activity allows businesses to market to those customers more effectively.

Our data platform is built to integrate with your company's or your agency's CRM or data platform so that new data or leads can be immediately integrated and followed up on. If you don't want the integration, we have customers who receive daily or weekly data files from us with the data they need to build their campaigns.

Proprietary data can be big or small; structured or unstructured; raw or refined. What’s important is that it is not easily replicated by another entity. While most companies focus only on their internal data, it may not be an asset unless further developed. Companies that have developed their own proprietary data assets usually can build a unique market by solving a unique market need.

Different customers have vastly different needs based on a variety of data attributes related to household and consumer spending and saving habits. By scoring consumers and households into different categories, companies are able to refine their campaign targeting and better provide solutions to their consumers who have different needs.