In an earlier blog post we talked about how “Big Data” has become a hot topic, and how marketing organizations using automated tools for digital data aggregation, audience segmentation, cookie targeting and advertising delivery were getting significant results. We gave the example of how Catalina Marketing achieved coupon redemption rates in the 8-10% range by combining offline and online sales data. In this post we’ll take a little deeper dive in to enhancing data for cookie targeting by overlaying off-line data with online data.

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If you’re using cookie targeting for your online advertising campaigns you want to be sure that before you, or your marketing data service provider, strip the PII data out of your consumer data file and ship it off to the ad networks that you pack those cookies with as much data that can be used for segmentation and cookie targeting as possible. While many companies use only online data for their cookie targeting campaigns, there’s an incredible amount of rich data out there in offline resources. At V12 Group we are able to map that offline, “real world” demographic, lifestyle and purchase data into privacy compliant data segments that we use to enrich online data files and vastly improve the power of cookie targeting.

Catalog and Magazine Subscriber Databases

Over the next couple of blog posts we’ll explore some of the sources of off-line data and the opportunities for laser focused cookie targeting that they enable. We’ll start with two of the more obvious offline sources: catalog and magazine subscriber databases, and household and county deed records. Catalog and magazine subscriber lists provide a treasure trove of consumer data. Imagine the level of granularity you could bring to your cookie targeting by being able to segment and target consumers based on what publications they read and what items they purchase from catalogs.

County Clerk Records

Now, imagine taking that data set and overlaying additional data for each household taken from county public records like deed and building permit records, The County Clerk’s office is another treasure trove of consumer household data that can be used to improve customer profiling and cookie targeting. These public records which include documents like property transfer deeds, tax assessments and building permits are a great source of current data because they are updated on a regular basis. They provide data like home values, loan and lien information, dwelling type, other structures on the property, presence of a pool and length of residence.

An example of cookie targeting with high-performance data

Here’s an example of the power of combining the data from those sources. Let’s say you’re the manufacturer of home energy and security management systems that run on your PC and you can install by yourself. So, wouldn’t it be nice if your cookie targeting would result in your ad being served to people or households that recently got a building permit, have a home value above a specified threshold, subscribe to a number of publications for tech geeks and have broadband internet access?

That’s a relatively simple example of the type of customer profiling and audience segmentation that you can apply to your cookie targeting if your marketing data services provider has access to rich offline data sources. The right partner can help you build robust privacy compliant profiles of hard to find segments that can turn into high yield cookie targeting campaigns. Through our partnerships with leading third party advertisers, V12 Group connects our offline data to about 30 million online consumers. These individuals are mapped to 300+ distinct audience segments, helping you target the right consumers online.

The V12 Group makes your cookie data smarter

At V12 Group we offer a wide range of digital data, data management and digital marketing services including customer profiling, cookie targeting, modeling and analytics.

Contact the V12 Group to learn more about how we can help you to harness the power of “Big Data” and state-of-the-art cookie targeting platforms to increase the power of your digital marketing campaigns.

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