Blue Book Little



Blue Book Little
Blue Book
A Buyer’s Guide
W hat’s inside!
Welcome to Oracle Data as a Service
for Marketing: Data Planning Desk.................. 4
FinancialAudiences....................................... 52
Forbes.......................................................... 54
GfK............................................................... 56
i360.............................................................. 58
AdAdvisor....................................................... 8
I-Behavior..................................................... 60
AddThis........................................................ 10
IRI................................................................. 62
Affinity Answers............................................ 12
IXI.................................................................. 64
ALC.............................................................. 14
Lotame......................................................... 68
Alliant............................................................ 16
MasterCard Advisors.................................... 70
AnalyticsIQ.................................................... 18
Media Source Solutions................................ 72
Acxiom........................................................... 6
Experian Marketing Services......................... 48
Arcametrics................................................... 20
Oracle BlueKai B2B Data.............................. 74
i36 0
Bizo.............................................................. 24
TransUnio n
Oracle BlueKai Intent.................................... 76
comScore..................................................... 26
Oracle BlueKai Qualified Demographic Data... 80
Precision Market Insights.............................. 82 28
Cross Pixel.................................................... 30
Profound Networks....................................... 84
Datacratic..................................................... 32
Relevate........................................................ 86
Dataline......................................................... 34
Datalogix....................................................... 36
Targeted Victory............................................ 88
TransUnion.................................................... 90
TruSignal....................................................... 92
Dun & Bradstreet.......................................... 42
V12 Group.................................................... 96
Evite.............................................................. 44
Webbula....................................................... 98
Datamyx....................................................... 40
Mobile partner
International partner
Let us help compile high performing and customized segments to activate
your media buys – we make life easier and help you drive performance!
Welcome to Oracle
Data as a Service
for Marketing:
Data P lanning Desk
Enhance Your RFP Responses
wit h Audience Targeting Data
The Oracle BlueKai Data Planning Desk is available around the globe.
The Desk is able to service all incoming RFPs from our valued
clients – with turnaround times of under 48 hours. Together, we’ll
work to identify the data that best activates you or your clients’ goals.
For all upcoming media campaigns, remember to incorporate Oracle
BlueKai’s industry-leading data.
• Send us your RFPs and we’ll respond quickly with a proposed
audience plan
• Share any media plan & we’ll assist in estimating impression totals
• Place our pixel on any page to analyze incoming traffic & discover
the precise aggregate profile of any site visitors, then use these
findings to target additional similar targets.
Send all inquiries to
[email protected]
to get a head-start on the competition today!
Acxiom: A B uyer’s G uide
Acxiom Data 101
Acxiom is an enterprise data, analytics and software as a service
company that uniquely fuses trust, experience and scale to fuel
data-driven results. For over 40 years, Acxiom has been an innovator
in harnessing the most important sources and uses of data to
strengthen connections between people, businesses and their
partners. Acxiom’s InfoBase® data products include a collection of
high-quality compiled consumer data products that draw information
from the single largest and most comprehensive data repository of
U.S. consumer data in the nation. The leading consumer data-append
product, InfoBase® Consumer Enhancement supplies consumer
descriptive data to clients for use in analytic, segmentation and
targeting applications across all channels including offline, online,
mobile and television.
Description of Data Type
Individual Demographics
• Occupation
• Education
• Gender
Household Demographics
• Marital status
• Presence of children
• Head-of-household info
• Income
• Net worth
• Investors
Real Property Data
• Home type
• Home value
• Length of residence
• Age
• Date of birth for individual
and household members
Buying Activity
• Categorized purchase history
• Interests of members of the
• Make
• Model
• Year data
• Brand propensity
• Types of devices
• Technology adoption model
Life Event
• New parents
• New movers
• Empty nesters
• Destinations
• Cruise
• Casino propensity
• Household-level
segmentation product
• Charities
• Media channel preference
• Green living
Collection Methodology
Acxiom collects publicly available information, surveys and
information from other information providers. Our data products
are used by companies, political organizations and non-profit
organizations in their marketing, fundraising and customer service
programs, both offline and online. Our data includes proprietary
models and segmentation data based on the sources we collect.
Use Our Data For
Audience selection and targeting, segmentation, content and offer
customization, analytics and reporting. Our technology enables
anonymous targeting, providing a single view of the consumer across
Neustar: A B uyer’s G uide
Neustar Data 101
Collection Methodology
AdAdvisor, a Neustar service, is a suite of data-driven audience
targeting solutions that start with verified, scalable offline data to
provide portable, cross-platform online targeting. AdAdvisor enables
precise targeting by unlocking thousands of behaviors, attributes
and lifestyles in addition to zip code, age, and gender and linking
them to an AdAdvisor Element. Using AdAdvisor data, you can
target prospects most predisposed to a brand, product or service.
AdAdvisor’s data comes from reliable offline data about nearly every
US household, based on hundreds of proprietary sources. AdAdvisor
does not track online browsing behavior, and is built on anonymous,
privacy-friendly consumer profiles.
AdAdvisor data is collected by verifying a user’s real, offline
household identity. We then associate that verified identify against
Neustar’s ElementOne segmentation model. We receive over 2
billion records per month from authoritative offline sources. These
offline sources include market research data, retail purchase
behaviors, demographic providers, and national panel data. Through
a proprietary verification process, this information is aggregated and
standardized within our ElementOne® Analytics Platform. The result
is a highly accurate segmentation that reveals this user’s consumer
behaviors, propensities, and demographics.
Description of Data Types
AdAdvisor provides access to 159 popular Audience Groups within
the Oracle BlueKai marketplace, and to over 13,000 audience
attributes for client-customized targeting. Each attribute allows
you to target a portion of the US population that indexes highly for
a particular behavior, characteristic, opinion, or brand preference.
For instance, “Automotive – Vehicle Make – Chrysler” identifies
households that are most likely to own a Chrysler.
Use Our Data For
Top 5 use cases for AdAdvisor data:
1. Brand and Product-level Propensity Data – e.g. American
Express cardholders, Xbox users, Dove soap buyers
2.Competitive Conquesting – e.g. help Delta reach United Airlines
frequent flier program members
3.Brand Awareness – identify target consumers before they are
4.Large-scale campaigns – reliably reach tens of millions of uniques
who fit your campaign goals
5.Life Stages – households with young children, consumers who do
lots of home renovation, recent college graduates, seniors, etc.
AdAdvisor data also helps you reach people who behavioral targeting
(BT) can’t easily reach – for instance, consumers of products which
are generally purchased offline.
AddThis: A B uyer’s G uide
AddThis Data 101
Collection Methodology
AddThis creates 700+ audience segments from proprietary,
first-party data on 1.3B uniques across 14M domains, as well as
custom audience models based on advertiser pixel and conversion
data. Segments and models go beyond retargeting to find and
understand brand prospects based on intent, behavioral and social
connections in real time. AddThis is a global data company with 1.1B
monthly uniques from international countries (Over 250M monthly US
AddThis uses first-party, proprietary data from its social infrastructure
platform, which is served on more than 14M sites more than 24B
times a month. The data is collected anonymously and used to model
audiences by layering social, site, and search graphs using multi-graph
technology. The international data is collected both in English as well
as native language and localized translation.
Description of Data Types
With the largest social data footprint on the Internet - AddThis has
the most robust social and sharing data in the marketplace for brands
and influence. AddThis audiences are best used for by advertisers
looking to attract new prospects and visitors to their sites. AddThis
audiences allow for levels of precision similar to retargeting because
they are modeled off of current users, but with additional – and still
efficient – scale. This data is used for every vertical (Auto, Retail, CPG,
Travel, Financial Services), season (Holiday, Back to School, Mothers’
day, etc.) and type of buy (Social, Direct Response, Branding). Finally,
AddThis has the largest world-wide audience base for global or
international campaigns.
AddThis has intent-based segments, interest segments and includes
social data segments. These high performance segments have
great reach and scale in the industry. AddThis pinpoints in-market
prospects that are the most likely to convert and are optimized and
scaled using social and behavioral data. AddThis also models all the
search, social and metadata with a full data science team. All data
types are available to target international audiences in almost all
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Use Our Data For
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Aff init y Answers: A Buyer’s G uide
Affinit y Answers Data 101
Collection Methodology
Affinity Answers provides predictive keyword targeting based on
observing consumer online social media behavior and interests. These
“social profiles” are mapped into our affinity graph for businesses and
partners like Oracle BlueKai to directly query.
Affinity Answers captures data from the top social media entities and
evaluates their Facebook fan and Twitter follower engagement to
create the Affinity Answers Affinity Graph.
Our Affinity Graph allows businesses to identify market opportunities
with significantly higher success than traditional demographicbased targeting techniques to find brands, media, print, and digital
destinations which resonate best with your audience specific
Businesses can predictively target audiences based on existing
mutual engagement on coarse or fine-grained interests.
Coarse-grained interests can be chosen at either the categorical or
industry level while fine-grained interests can be selected down to
the specific brand, celebrity, digital property, app or location. For
example, the Affinity Answers Affinity Graph for Nike may show the
NBA having a high engagement quotient with its brand. With this
knowledge Nike can choose the NBA category in Oracle BlueKai to
target the NBA specific category.
Description of Data Types
Affinity Answers maintains over 160 distinct categories containing over
35,000 brands and other entities (Media, TV, Music, Celebrities, Sports,
Movies, and Apps) based on a nearly infinite panel of active social
media consumers engaging with brands and entities.
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Behaviors tracked include commenting, photo posting, retweeting,
hash tagging, etc. The affinities derived from aggregating these
behaviors across more than 171M active social media consumers.
Use Our Data For
Affinity Answers data can be used in several ways, but as always it is
important to have the proper message for the audience.
Depending on your goals, you may use their data to discover and
target where your audience is currently or to target segments where
your competitors have stronger presence.
While categorical and industry level targeting increases reach, keep in
mind it will impact relevance and vice-versa.
Targeting competitor’s affinities is also a way for smaller brands to
successfully target consumers that are not yet available in Affinity
Answers’s index.
Brands with existing TV campaigns or sports sponsorships may
also consider expanding those campaigns through selecting the
complementary Affinity Answers category to provide second screen
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ALC : A Buyer’s G uide
ALC Data 101
ALC is the largest privately held direct marketing data services
provider encompassing data management, customer acquisition,
data compilation, and data processing. Headquartered in Princeton,
NJ, the company provides digital and data marketing solutions to
leaders in virtually every business sector. Launched in 1978, ALC is
a long-standing member of the Direct Marketing Association and
widely recognized as one of the industry’s leading innovators in the
gathering, application, and integration of marketing data.
Wealth Window - Consumers of very high net worth
based on positions, possessions and proclivities.
• Luxury Travelers
• Gourmands
• Upscale Home Decorators
• Social Media Influencers
ALC B2B Decision Makers - Deep penetration into the ranks of
businesses across all industries from SOHO to Fortune.
• C-Suite Decision Makers
• Decision Makers in
Companies by Size
• Business Owners
• Decision Makers in
• New Business Owners by
Annual Revenue
• Middle Management
• Decision Makers in Companies
• Home-Based Entrepreneurs by
ALC MD Healthcare Professionals - Comprehensive coverage of
healthcare professionals and allied practitioners.
• Physicians
• Pharmacists
• Dentists & Dental Professionals • Allied Healthcare
• Nurses
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ALC Students - High school and college students.
ALC New Movers - New movers by recency of move.
ALC Milestone Birthdays - Significant birthdays.
Collection Methodology
Description of Data Types
• High Net Worth Consumers
• Luxury Home Owners
• Investors
• Donors
Newborn Network - Pre- and postnatal parents with
birth date information.
ALC digital audiences are built from the ground up, meaning we
start with a verified name and postal address. Then we layer in actual
individual attributes fueled by unique sources not found anywhere
else. That’s what gives you the advantage over other audiences that
use scores, models and inferred data.
Our data is vetted and validated by independent outside consultants.
ALC’s real world, event-driven offline data can power your online ROI
just as it has for countless national brands across every market over
the past 35 years.
Use Our Data For
ALC Digital was conceived to fill a critical need in digital targeting. As
more marketers measure performance rather than just impressions,
data quality and accuracy become essential. ALC has a demonstrated
history of expertise in creating high-performing audiences that can
now be leveraged by online marketers across every media channel.
Leverage ALC Digital for precision audience targeting and
segmentation for acquisition, retention and reactivation campaigns.
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Alliant: A B uyer’s G uide
Transaction and Demographic Profiles:
Alliant Data 101
Alliant creates predictive segmentation solutions for multi-channel
marketers. The company’s core assets include one of the industry’s
largest sources of transactional data, sophisticated analytics, and a
deep understanding of marketing strategy. Alliant Online Audiences™
delivers a powerful segmentation platform for online display
advertisers seeking brand reach and conversion performance.
Description of Data Types
Alliant Online Audiences include consumer purchasing histories
and powerful purchasing measures, allowing marketers to identify
large audiences with targeted interest and loyalty profiles. All data
is sourced offline from direct-to-consumer marketers who use
promotional offers to sell merchandise, subscriptions, continuity
products and memberships.
Purchase Interest Categories include:
• Health & Beauty
• Fitness & Well-being,
• Home & Garden
• Cooking & Gourmet
• Entertainment
• Books & Magazines
• Finance
• Family & Home
• Travel
• Products for Children, Women & Men
• Financially in Charge
• Emerging Consumers
• Multibuyer Behaviors
• Recency
• New Movers
• Gender
• ProfitSelect™ response score
Collection Methodology
Alliant’s data-driven solutions are powered by proprietary cooperative
databases. Alliant combines multiple data feeds to create a unified,
proprietary view of each consumers interests and performance.
Alliant’s data resources include transaction-level behavioral customer
data on more than 140 million consumers, updated monthly by
leading marketing brands. The purchase affinities and marketing
behaviors are not inferred or modeled. They are based on direct
transactions. A proprietary payment score is available for qualifying
prospects for higher LTV or to be used as a wealth indicator.
Use Our Data For
Alliant Online Audiences allow marketers to target segments using
any combination of purchase history, marketing behavior and
monetary measures. It is a unique, fresh data set that combines direct
marketing science with digital velocity.
Brand Advertisers can combine the AOA segments to target
audiences by interest, demographic and likely pricepoints to craft
responsive segments that precisely meet campaign goals.
Conversion Marketers can access AOA’s affinity information and
powerful direct response performance metrics to build response and
generate conversions with highly targeted offers and price points.
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AnalyticsIQ: A B uyer’s G uide
AnalyticsIQ Data 101
AnalyticsIQ is a marketing analytics firm based in Atlanta, GA. Using
a combination of the vast amount of consumer data we’ve acquired
and sophisticated analytical techniques, AIQ has develop dozens of
highly accurate data products which have been embraced by major
brands and marketers. These data products have been repeatedly
and successfully benchmarked by our partners and clients over the
years. They continue to be the most accurate and provide the best
Description of Data Types
AIQ offers a wide variety of relevant data. Here’s an overview of each:
• Income
• Spendex - Discretionarily Spend Predictor with breakout
»» Donations
»» Home Improvements
»» Travel
»» Dining Out
»» Personal care (health & beauty)
»» Apparel
»» Entertainment
• WealthIQ - Net worth predictor
• Investable Assets - Predicts amount of investible assets
»» Bonds
»» Savings
»» Insurance
»» Checking
»» Annuities
»» Stocks
• Home Market Value
Travel Propensity
Predicts the likelihood of a household traveling in the near future.
Breakout categories include: domestic, international and cruise.
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Automotive Propensity
Two scores:
1. Likelihood to own a specific make (Ford, Lexus, Audi etc.).
2.In the market for a new vehicle predictor.
Age, marital status, presence of children
Social-IQ-social media activity, gardening, reading, exercise,
technology and electronics
Collection Methodology
In developing our tools, we use a combination of our own data assets
(1,000+ data attributes from over 100 sources) and our sophisticated
analytical techniques. For example, the automotive scores are
developed using actual consumer auto purchase behavior to build
models that will segment consumers into distinct In the Market and
Make Ownership buckets.
Use Our Data For
AIQ affluence data performs well for financial services, telco,
electronics and fundraising campaigns and many other verticals.
Spendex subcategories are perfect for marketers reaching one of the
breakouts (ie “Personal Care” for health & beauty, “Donations” for
non-profit, “Entertainment” for telco and electronics, “Travel/Cruise
for cruise marketers).
The automotive data is directly applicable for the automotive
industry, but we’ve also found the data very predictive for nonautomotive offers. The type of vehicle a consumer drives is reflective
of their lifestyle and overall buying behaviors.
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Arcametric s: A B uyer’s G uide
Arcametrics Data 101
Collection Methodology
Arcametrics enables advertisers to improve campaign performance
by targeting highly optimized audiences. They provide custom
look-alike and branded category audiences to online advertisers,
advertising agencies, and lead-gen companies. Arcametrics’
proprietary technology and analytic approaches enables them to
provide custom look-alike audiences that are fast, easy and affordable
to implement. By accessing and activating a broader, richer set of
data and leveraging a powerful analytic and neural net modeling
platform, they identify large predictive audiences to enable online
campaigns to be better targeted and more relevant.
Research shows that the best customers in a category exhibit complex
patterns of behaviors that distinguish them from the rest of the crowd.
Arcametrics leverages thousands of demographic, interest, in-market,
and online and offline purchase history data attributes to identify the
behavior patterns that best identify category buyers.
Description of Data Types
Category level look-alike audiences are based on how consumers
actually spend and behave. They use a proprietary neural net analytic
modeling platform to identify which attributes are most important,
which are redundant, and which offer little predictive value. They
identify the patterns and data interactions that best identify online users
that mirror existing category buyers.
Arcametrics provides category look-alike audiences for dozens of
shopping categories based on thousands of individual transactional
and consumer demographic attributes. They provide two tiers of
category look-alike audiences, enabling marketers to choose whether
to focus on those whose behavioral patterns most closely match
category buyers, or to market to an expanded audience of buyers
who have similar behavioral patterns as category buyers.
• Tier 1—Audience whose behavioral patterns closely match
category buyers
• Tier 2—Audience whose behavioral patterns are similar to
category buyers
• Note that Tier 1 and Tier 2 audiences are mutually exclusive
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Use Our Data For
Arcametrics Category Look-alike Audiences help advertisers grow
conversions and increase ROI by providing more predictive audiences
of recent category buyers and those whose behavior patterns closely
match category buyers in the following categories:
• Apparel & Fashion
Children’s Apparel
Men’s Apparel
Women’s Apparel
Shoes and Footwear
Jewelry and Accessories
• Beauty, Health and Fitness
»» Cosmetics and Beauty Products
»» Fitness and Exercise
»» Health, Diets and Nutrition
• Home, Garden and Auto
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Auto Parts and Accessories
Home Décor
Home Improvement/DIY
Lawn and Garden
• Leisure and Specialty Interest Products
Books and Magazines
Cameras and Photography
Hobby and Collectibles
Kitchen and Cooking
Media and Entertainment Products
Mobile Phone Accessories
Music Enthusiasts
Outdoor Enthusiasts
Sports Gear
• Toys, Family and Pet Products
Baby Care Products
Children’s Toys and Entertainment Products
Pet Supplies
Video Games
• Travel, Dining, and Services
Personal Financial Advice Products
Restaurant Enthusiasts
Travel Enthusiasts
and Travel Products
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B izo: A B uyer’s G uide
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Bizo Data 101
Use Our Data For
Bizo is how B2B marketers identify and reach their target audiences
online. Bizo’s Marketing Platform is powered by targetable business
demographic data on over 120 million business professionals from a
network 4,200+ publishers of business news, technology, industry,
professional, and other publishing sites across the business web.
Both B2B and B2C brand marketers or lead gen wizards that are
looking to engage the highly educated, high net-worth consumer
audiences that business professionals represent, Bizo can grow
brand awareness and drive qualified leads. The Direct Marketing
Association (DMA) had the goal of attracting more marketers to
its annual conference. Bizo’s display campaign precisely targeted
Marketing Professionals and Executives/CSuite across the U.S. The
Bizo campaign supported or directly drove attendee leads and/or
Description of Data Types
This audience network reaches more than 85% of the US business
population, giving marketers cost-effective access to the most
valuable online audience segment – business professionals.
Demographic data is broken up into five targetable demographic
areas called ‘bizographics’. The five segments are Company Size,
Industry, Functional Area, Seniority and Professional Group.
Collection Methodology
Bizo gathers and organizes vast amounts of non-personally
identifiable information (non-PII) bizographic information. Bizo data is
collected from the following sources: a) Registration Data, b) Vertical
Publishers, c) Proprietary IP conversion, d) Off-line databases, and
e) email data. Data is refreshed constantly as cookies change due
to browsing patterns of business professionals. If Bizo hasn’t seen
a refreshed cookie from a business professional in six months, it is
removed from the data segments.
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comScore: A B uyer’s G uide
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comScore Data 101
Collection Methodology
comScore helps businesses create value from digital consumer
relationships, giving clients the insights and context they need
to build winning business strategies. As a global leader in digital
measurement and analytics, the company is redefining the way
businesses measure consumer behavior in the marketplace and across
their own products and properties, turning big data into insights
about the behaviors of people. With more than 1.5 trillion interactions
captured monthly (equal to nearly 40% of the monthly page views of
the entire Internet), comScore has a strong foundation for applying its
modeling methodology to help marketers reach target segments.
comScore uses its proprietary panel of one million U.S. Internet users
to identify consumers who have conducted the behavior a marketer
seeks to predict – for example, consumers who have applied online
for a credit card – and uses that information to build models that
predict that behavior.
Description of Data Types
Use Our Data For
The comScore models are designed to identify upper and mid-funnel
prospects for acquisition and brand campaigns. The model segments
are expected to yield more efficient marketing campaigns where the
objective is reaching the “right” consumers early in the consideration
comScore’s modeled look-alike segments are made up of consumers
who are scored against the probability to convert to your campaign
objective. comScore’s modeling methodology utilizes the comScore
panel and browsing behaviors across the Oracle BlueKai Exchange to
pinpoint in-market prospects who are the most likely to convert, scoring
the users based on a variety of attributes. comScore’s models are then
broken into centiles within the Oracle BlueKai taxonomy, making for
easy, customizable targeting, both for niche and scale.
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C oull: A B uyer’s G uide
Coull Data 101
Collection Methodology
Coull’s technology analyzes video content and categorises it
according to IAB standards, powering the monetization of a network
of 1.3bn+ video views by 128m+ unique viewers across 180+ markets
every month.
Coull collects first-party data from its video network of premium
video publishers covering 128m+ uniques per month across 1.3bn+
video views on desktop, mobile and tablet devices.
Coull VideoSignals - our first-party interest-level data - is built on
organic consumer interaction with premium video content and
segmented by category and geography to give marketers the most
credible and authentic interest-level data available. Coull is the only
global provider of interest-level data from video engagement in the
Description of Data Types
Coull VideoSignals’ global reach and unique interest-level data gives
buyers a powerful way to engage consumers whose frequent viewing of
video content demonstrates authentic interest in specific categories.
Categories: Coull VideoSignals’ interest-level data is made up of a
pool of over 128m unique video viewers per month, segmented into
commercially applicable IAB categories such as Autos, Video Games,
Travel, Finance & Investing and Shopping, dependent on the types of
videos they have watched.
Countries: Coull’s data is collected from unique video views across 180+
markets, with particular focus on key markets such as US, UK, France,
Germany, Canada and Australia.
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Coull VideoSignals Data is:
• Anonymous: No personally identifiable information (PII)
• Unincentivised: Data collected from organic engagement
with category-specific video content
• Fresh: Updated in real-time to give marketers authentic
and current targeting opportunities.
Use Our Data For
Engage video enthusiasts
If you’re planning an online video campaign Coull VideoSignals
enables you to reach consumers that have a proven appetite for
video. These interest-level segments are highly-receptive audiences
for any online video campaign.
Increase the effectiveness of your campaigns
Target authentic audiences who watch video content as part of
their consumer journey, delivering an increase in brand uplift and
engagement. For example, use Coull VideoSignals to engage gaming
enthusiasts who have watched video reviews, sports fans who have
watched highlights, or travellers researching destinations.
Get to hard to reach audiences
Coull VideoSignals has a worldwide audience base, suitable for
international campaigns or more effective execution of localized
campaigns where there is currently insufficient audience interest data
for that market.
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C ross P ixel: A B uyer’s G uide
Cross Pixel Data 101
Cross Pixel is the leading provider of high-performance audience
data and information for the real-time advertising industry. Cross
Pixel’s mission is to provide the highest quality data to help marketers
improve campaign performance. Utilizing Cross Pixel’s proprietary
data management technology, audiences are built with granular and
transparent control over where users are harvested and how they
qualify to be targeted. This approach drives performance while giving
advertisers insight, confidence of authenticity and control around the
data powering their online advertising campaigns.
Description of Data Types
In-Market Shopping Segments – Cross Pixel offers over 500 standard
in-market shopping segments identifying users actively shopping for
a specific product or service.
• Apparel &
• Automotive
• Business/Finance
• Career Services
• Cell Phones
• Food & Dining
• Gifts
• Health & Beauty
• Home and Garden
• Local Services
• Real Estate
• Sports/Fitness
• Telecom Services
• And More...
Audience Profiles – Cross Pixel also offers nearly 300 audience
profiles. These psycho-graphic profiles identify users based on a
variety of indicative behavioral actions these users make across
the web.
• Affluents
• Career Women
• Coupon Clippers
• Environmentalists
• Fitness Buffs
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• Frequent Fliers
• Gamers
• Healthy Eaters
• Hispanic Audience
• Investors
Custom Targeting – We create custom segments to identify each
unique advertiser’s best prospects to target for any given campaign
objective. Custom audiences target brand and competitive
conquesting keywords and/or behavioral traits.
Collection Methodology
Cross Pixel has developed exclusive partnerships with over 1,000
leading eCommerce, transactional and information web sites, enabling
us to harvest 6.6 billion data points per month on over 400 million
active web surfers. Cross Pixel’s data acquisition strategy is focused
on mid- and long-tail sites. Through exclusive partnerships, Cross
Pixel harvests an array of unique data points which are utilized to
provide granular information about users’ online behaviors.
Use Our Data For
Cross Pixel’s data can be used to target audiences at each stage of
the purchase funnel. Our proprietary audience building tool Audience
Calculator creates custom audiences for advertisers based on the
unique online behaviors of their target customers. Our technology
simplifies the creation of customized audiences by dynamically
scoring each individual user based on behavioral actions they have
taken online and the value of those actions to the advertiser. Further,
features such as threshold and recency controls allow the audience
to be adjusted as needed in real-time, ensuring that the advertiser is
always targeting the right audience.
• Newlyweds
• NFL Fans
• Pet Lovers
• And More...
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Datacratic: A B uyer’s G uide
• FR • DE • C
Collection Methodology
Datacratic Data 101
Datacratic is a software company that applies machine learning and
predictive modeling to real-time data generated from consumer
behavior. Datacratic provides machine learning and optimization
software to Data Management Platforms (DMPs), Demand Side
Platforms (DSPs), Agency Trading Desks (ATDs), E-Commerce Web
Sites and others in the real-time marketing ecosystem.
Description of Data Types
Datacratic’s modeled look-alike segments are made up of users who
have a high probability to convert to your campaign objective. Using
a combination of your first party data, and Oracle BlueKai’s 3rd party
data users are assigned probability scores. Users with the highest scores
are identified by a Oracle BlueKai segment ID and made available for
targeting via your preferred media partner.
< 32 >
Datacratic has no data of its own. Your first party data is combined
with Oracle BlueKai’s 3rd party data to feed multivariate, nonlinear
models that are intended to create a causal relationship between
the signals and events inherent in your data and your conversion
objective. Datacratic’s models are intended to predict future behavior
and identify your best prospects.
To accomplish this, they use algorithms that learn from both the
presence and absence of segments in a user’s profile. They also rely
on the temporal information meaning the recency and frequency of
segment membership are core components of the models.
Models are retrained and users are rescored on a daily basis using
Datacratic’s online adaptive learning system meaning your modeled
segment is constantly improving.
Use Our Data For
Datacratic look-alikes are ideal for identifying and targeting lower
funnel prospects. Datacratic modeled segments tend to perform
better where the purchase consideration cycle is at least 1 week or
< 33 >
Datal ine : A B uyer’s G uide
Dataline Data 101
Dataline is a leading provider of consumer information, intelligent
analytics, smart modeling applications, and unique digital audience
Dataline specializes in providing smart marketers customized insights
utilizing its proprietary database of 240 million individuals combined
with over 1,000 highly predictive variables. Dataline’s innovative
approach to data mining enables us to provide customized solutions
in a highly competitive, multichannel environment.
Datalink, our online solution, has an audience of roughly 120 million
consumers segmented into over 150 unique audiences.
Description of Data Types
The Dataline proprietary consumer database of over 240 million
individuals is continually evolving. New sources of data are tested and
analyzed on an ongoing basis before being added to the database. All
data must pass rigid quality control measures to ensure information a
Dataline customer receives is current.
The Datalink digital audience offering includes:
• Consumer transactional buyer segments
• Demographic data; Income, Age, and Generational age bands
• Vehicle ownership information – Make and Year of Automobile
• Credit card holder data – Bankcard, Department Store, Premium
and Upscale Retail
• Magazine subscribers in several categories
• Enthusiasts lifestyle data
• Donor transaction information
Dataline data is offline-sourced and converted to online digital
audiences through a partnership arrangement. We’re experts in
understanding the interactions between many data sets and knowing
how to apply them to increase your bottom line.
Collection Methodology
The Dataline database is sourced with actual purchasing information
and captures the buying behaviors of a multi-channel consumer. Our
data resources are secured through licensing arrangements with
blue chip companies offering monthly transactional based data. Our
segmentation options are available exclusively through Dataline.
With close to 300 million individuals - Dataline’s transactional buyer
data is a powerful resource and can give you insight and scale as
you search for your desired audience. Dataline is offline-sourced and
converted to online audiences through a partnership arrangement.
Use Our Data For
Datalink, our online behavioral audience targeting solution, is
selectable by segments based on the integration of our offline to
online buyer data.
Taking Dataline Digital to the next level of sophistication, we are also
offering customized model segments based on client specific data.
The marriage of these two processes makes our Audience Predictor
modeling application unique.
Datalink identifies true buyers-not browsers. Our Dataline taxonomy
has many unique audiences not found in other data sources.
• Propensity or “intend” to information
< 34 >
< 35 >
Datal ogix: A B uyer’s G uide
Datalogix Data 101
Datalogix (DLX) is the leader at integrating offline data and digital
media. We use verified offline purchase and activity data on more
than 110 million HHs to build precision-based data strategies.
Description of Data Types
We offer 700+ pre-built audiences as well as custom audiences to
meet an advertiser’s exact targeting needs across the following
• DLX Auto powered by Polk® – Reach audiences in market, near
market & likely vehicle owners
»» Source: Polk’s 20+ years of ownership data and 350+ data
• DLX CPG – Reach category, brand or product level consumer
packaged goods buyers
»» Source: In-store transactional data across grocery, mass, club
and drug
• DLX Demo – Reach over 60 demographic based audiences from
industry best offline sources.
»» Source: Known double-verified offline data including U.S.
census, DMV, public record information and more
• DLX Finance – Reach audiences based on income, credit status,
net worth and more from industry best offline sources.
»» Source: Known double-verified offline data including U.S.
census, summarized credit sources and public record
• DLX Lifestyles – Reach audiences based on their interests, tastes,
preferences and activities.
»» Source: Unprecedented combination of known online and
offline purchase, demo & financial data
• DLX Philanthropy – Reach audiences with a propensity to give.
»» Source: Philanthropic donations across a wide variety of
causes and organizations
• DLX Retail – Reach audiences across any Retail category and
»» Source: 10 Billion SKU-level transactions across 1400+ leading
• DLX Seasonals – Reach audiences based on each season’s
biggest areas of spend.
»» Source: Created from retail, CPG and lifestyles data
• DLX Subscription Services – Reach known subscribers of
ongoing services including mobile, cable & more.
»» Source: Long-term subscriber data with demographic,
geographic, financial and consumer based purchase variables
• DLX TV powered by TRA® – Reach TV viewing audiences based
on the shows, networks and genres they watch most.
»» Source: TRA’s set-top-box exposure data from 4.2 M HHs
• DLX OnRamp – Convert any CRM, or offline file, into an online
audience for a 1:1 direct match. Add DLX OnRamp Audience
Extension to find new customers that spend just like your best
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< 37 >
Collection Methodology
Use Our Data For
DLX segments are derived from offline verified data, coupled with
our 100% 1:1 deterministic matching, guarantees the most accurate
audiences available online. The DLX data engine is fueled by:
Datalogix is the best resource for online campaigns that drive sales
via an offline channel.
• 110 M U.S. Households
• 10 B SKU-level transactions
• $1 T in consumer spending
• 1400+ leading brands
Datalogix provides the best audiences for:
• Consumer packaged goods brands
• Auto brands
• Products sold through major retail channels
• Campaigns for advertisers with their own customer data
• Campaigns targeting precise audience profiles
• National campaigns as well campaigns designed to reach a
specific marketing objective across any point in the buyer
< 38 >
< 39 >
Datamyx: A B uyer’s G uide
Datamyx Data 101
Collection Methodology
Datamyx is a leading provider of data-driven marketing solutions
primarily serving the financial services, automotive and insurance
verticals in the United States. We offer a unique, multi-sourced
repository of over 4,000 data points, including over 40 proprietary
insight scores. For over 17 years, direct marketers have benefitted
from our powerful combination of multi-source data, analytics and
technology to help marketers find, convert and grow customer
In adhering to strict privacy principles, Datamyx’s data is built entirely
from the modeling of non-sensitive, offline consumer information
and onboarded (i.e. matched to anonymized cookies/IDs) to enable
accurate digital ad targeting. We leverage over 4,000 data points
from proprietary sources, along with over 40 of our own proprietary
insight scores to build audience segments. We further optimize
segments based on consumers who are more likely to respond to
ads/marketing offers.
Description of Data Types
Use Our Data For
Datamyx provides digital audience segments mainly in the finance,
automotive and insurance categories. Our automotive audiences are
built from a database of 190 million autos with multiple autos per
household, matched to VIN and Black Book valuation, along with
acquisition date. The auto dataset includes over sixty makes and
hundreds of models and digital segments are further optimized based
on consumers more likely to respond to automotive ads. Financial
audiences include consumers likely to act on mortgage-related, bank
card, liquid asset-driven and other financial product ads. Insurance
segments include consumers likely prepared to respond to home and
auto insurance offers.
Datamyx’s data is appropriate mid- and upper-funnel objectives. The
data is ideal for marketers seeking to reach consumers who are likely
to respond to finance, automotive and insurance-related offers in the
relative short-term. Marketers with branding objectives also will find
success as our consumers are accurately built based on actual offline
(real world) ownership information and activity (e.g. automotive
brand/category ownership, bank card affiliation).
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D&B: A B uyer’s G uide
D&B Data 101
Dun & Bradstreet (NYSE:DNB) is the world’s leading source of
commercial information and insight on businesses, enabling
companies to Decide with Confidence® for 171 years. D&B’s global
commercial database contains more than 220 million business
records. The database is enhanced by D&B’s proprietary DUNSRight®
Quality Process, which provides our customers with quality business
information. Business professionals regularly use D&B sales and
marketing data to research companies, executives and industries to
help convert prospects into clients.
• Decision Makers
»» IT, Financial and business decision makers.
• Demographics
»» Wealth, age, gender and other demographic attributes.
Collection Methodology
The D&B online data solution is provided in collaboration with
WhoToo, Inc., a data-as-a-service and marketing platform provider
focused on email, mobile and online channels.
D&B is the leading provider that goes beyond aggregating content
to actually distilling it. We collect data from over 30,000 sources
globally, and put it through our rigorous DUNSRight Quality Process.
The result of our proprietary and patented processes is unbiased and
unique insight on over 26.7 million U.S. based business - both publicly
traded and private ones. You get one clear picture of your business
universe and powerful tools to identify profitable opportunities, fuel
growth, and realize positive bottom-line and top-line results.
Description of Data Types
Use Our Data For
With hundreds of marketing segments to choose from, D&B’s online
audience data has all you need for your online targeting. The D&B
offering is comprised of high-value audience targets across a variety
of segments including:
• Company
»» Employee size, revenue size, location and ownership
characteristics (ex. minority owned, private vs. public, etc.).
• Industry Classifications
»» SIC and NAICS industry categorizations.
Whether your goal is to create brand awareness or enhance your
prospecting capabilities, the D&B online solution has you covered. The
depth and breadth of D&B data is unparalleled in the online space.
Use D&B high level segments to create high quality, large audience
campaigns to create brand awareness and drive site traffic. Dive into
the wealth of D&B business information to create hyper-targeted,
highly relevant lead generation campaigns. No matter your marketing
goals, D&B data can help you deliver results.
• Functional Area
»» Area of responsibility and domain expertise.
• Seniority
»» Business or equivalent organizational seniority.
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< 43 >
Evite: A B uyer’s G uide
Evite Data 101
With more than 22 million registered users and over 25,000
invitations sent each hour, Evite is the top online invitation and social
planning website.
Launched in 1998, Evite is headquartered in Los Angeles.
Description of Data Types
• Presence of Child in Household
»» Host of Kids Birthday
»» Babys first Bday
»» Kids Corner
»» Kids themes
»» Halloween for Kids
• Age of Child in Household
»» Title scrape for numbers (1st, first, First) in Host of Birthday
for Kids
»» Age assumed to be 1 for Host of Baby’s first
• Recent Movers/Furnishers
»» Host of Housewarming party
• Bride
»» Host of Save the Date
• Wedding Attendee
»» Host and Guest of Wedding/Engagement
»» Bridal Shower
»» Bachelor
»» Bachelorette Party
»» Save the Date
< 44 >
• Pre-Natal/Expecting
»» Host or Guest of Baby Shower
• Upcoming Birthday
»» Host or Guest of Birthday for Her
»» Birthday for Him
• Recent Graduate
»» Host or Guest of Graduation
• Sports Enthusiast
»» Host or Guest of Sports/Leagues
• Home Entertainers
»» Host or Guest of Hostess Party
»» Dinner Party
»» Cocktail Party
»» House Party
»» BBQ/Pool Party
»» Pot Luck
»» Game Night
• Travel intenders
»» Hosts or Guest of Trips/Getaways
• Halloween
»» Host or Guest of Halloween Party
• Winter Holidays
»» Host or Guest of Winter Holiday Party
• Super Bowl
»» Host or Guest of The Big Game Party
• Thanksgiving
»» Host or Guest of Thanksgiving
• Religious
»» Host or Guest of Religious Event
< 45 >
• Alcohol Enthusiast
»» Host or Guest of Girl’s Night
»» Guys Night
»» Cocktail Party
»» Bachelor
»» Bachelorette
»» Night on the Town
Collection Methodology
• Food Enthusiast
»» Host or Guest of Dinner Party
»» Potluck
»» Brunch/Lunch
»» BBQ
Demographic augmentation (presence of child) or purchase intent
(hosts need party supplies, guests need to purchase gifts, etc.). The
value of Evite data is that our users have taken a direct action to
indicate where they will be and what they will be doing at a date in
the future. Furthermore, our users can be segmented as the host or
guest and the category/type of event is known to us.
< 46 >
Data is logged around any discreet event attendee (host/guest,
occasion, location, etc.). Inferences are made based on the criteria
Use Our Data For
< 47 >
Exper ian: A B uyer’s G uide
Experian Data 101
Experian® is a global leader in providing information, analytical tools
and marketing services to organizations and consumers to help
manage the risk and reward of commercial and financial decisions.
Using comprehensive understanding of individuals, markets and
economies, we help organizations find, develop and manage
customer relationships to make their businesses more profitable.
Experian’s audience segments are powered by our industry-leading
compiled consumer database. The ConsumerViewSM database uses
state-of-the-art technology, unique build methodology, and vast
data sources with online linkages to deliver a superior database that
addresses the sophisticated needs of today’s multichannel marketer.
Description of Data Types
It all starts with data. From demographics to behavioral and
psychographic information, Experian draw on a massive base of
knowledge accumulated during five decades in business.
Experian maintains a wealth of information about consumers and
how they make buying decisions. ConsumerView provides the most
accurate, comprehensive information on more than 299 million
consumers and 116 million households. In fact, ConsumerView is
independently ranked #1 in quality and #1 in coverage in comparison
< 48 >
to other offline data compilers. Experian’s extensive data resources
are used to create syndicated, pre-built ConsumerView audience
segments available in the following categories:
Demographic – This data provides valuable insight into the consumer
population, including demographic information such as age, gender,
income, occupation, and education.
Mosaic® – Mosaic® USA is our most popular segmentation tool that
provides a 360-degree view of consumers’ choices, preferences
and habits. The Mosaic® system classifies all U.S. households and
neighborhoods into 71 unique segments. This groundbreaking
classification system paints a rich picture of U.S. consumers and
their sociodemographics, lifestyles, behaviors and culture, providing
marketers with the most accurate and comprehensive view of their
customers, prospects and markets.
TrueTouchSM – Experian’s TrueTouch segmentation system offers 11
Touch-points to define the motivational messages that appeal to
various audiences. Understanding Touch-points makes it possible
for advertisers to align offers with the values and attitudes of the
consumers they wish to reach, using language proven to resonate.
Property and Mortgage – For years, Experian has been a leader in
compiling mortgage and property data from deed transaction records
and tax assessor file records. As a complement to the known data,
we have created property and realty models. The models utilize
our existing data variables to predict such factors as the estimated
current home value.
< 49 >
Collection Methodology
Use Our Data For
ConsumerView is developed from a wide array of sources, including
self-reported information, aggregated panel data, websites that have
permission to share information about visitors, public records and
historical retail purchases that are collected offline and then brought
online through propriety online data partnerships. Experian employs a
rigorous process that includes the application of proprietary models,
data from thousands of sources and proven algorithms to create its
online audience segments. When used separately or combined, these
segments deliver a more complete and accurate 360-degree view of
The ConsumerView audience segments use state-of-the-art
technology, unique build methodology, and vast data sources to
deliver superior audiences that address the sophisticated needs of
today’s multichannel marketer.
As a leader in the direct-marketing industry, Experian implements
stringent value-based practices that govern the acquisition,
compilation and sale of its consumer data to ensure compliance
with legal guidelines. These tactics include, careful screening of data
sources, ongoing internal audits and appropriate consumer notice
and choice.
< 50 >
ConsumerView enables targeting that goes beyond simple
demographic or contextual targeting. With ConsumerView audience
segments, advertisers get both audience quality and reach because
we help improve advertising effectiveness by reliably providing
audiences that exceed millions of consumers. ConsumerView
segments work best when combined to create customized audiences
based upon demographic and lifestyle characteristics.
< 51 >
FinancialAudiences: A B uyer’s G uide
FinancialAudiences Data 101
FinancialAudiences™ is an audience management and targeting
platform built for financial marketers and publishers. We’ve created an
industry first, financially-focused audience data taxonomy designed
to make marketing simple and intuitive for financial marketers of
all kinds as well as for marketers in other categories. The audience
data we provide extends beyond the world of finance through our
demographic data overlays.
Description of Data Types
FinancialAudiences™ data is hyper-segmented into a wide-array of
targetable audiences from four primary categories.
• Personal Finance – consists of profiles we’ve identified as people
in-market for or interested in anything from insurance, lending/
credit, banking, retirement and real estate.
• Business Finance – consists of small to mid-sized business
owners in-market for or interested in anything from insurance,
lending/credit and banking.
• Individual Investing – consists of two sub categories that can be
targeted based on market interest:
»» Casual Investors – persons who trade or invest less frequently
and who are interested in diverse investment portfolios that
will provide the greatest potential for long-term growth.
»» Active Traders – persons who trade or invest very frequently
and who are interested in several markets for maximum
short-term returns.
»» Market-Specific Sub-Segments – our market-specific
sub-segments include stocks, mutual funds, ETFs, Futures
|Commodities, Options, Bonds, Forex, CFDs, Fixed Income,
Physical Metals and Crowdfunding.
< 52 >
• Professional Investing – this category consists of professionals
investors broken out by type including:
»» Advisors | Wealth Management, Private Equity, Asset
Management, Commercials, Hedge Funds, Broker-dealers and
• Demographic Data – we offer demographic overlays for all
segments or the ability to target our entire set of profiles by:
»» High Net Worth, Household Income, Gender, Geo/Location,
Age, Education and Number of Children
Collection Methodology
We build audiences with data collected from our exclusive and
financial-focused publisher partners. All audiences are built with a
combination of:
• Content – website content categories, pages, site searches and
• Behaviors – comments, shares, recency, frequency, media views
and ad interactions
• Registrations – subscriptions, purchase and more
Use Our Data For
We’ve seen a variety of advertisers including trading
education companies, brokerages, asset management
firms, banks, exchanges and more have shown historical
performance for both brand and direct-response
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Forbes: A B uyer’s G uide
• IN • C A
Forbes Data 101
Collection Methodology
Serving as the world’s definitive source for business and finance news
since 1917, Forbes and it’s Premium Data Platform offer unparalleled
access to a highly affluent and connected audience of insiders,
innovators, and influencers. Advertisers look to Forbes for exclusive
access to the business community and the rest of the world’s elite
with custom built, highly specified segments and exclusive targeting
Using carefully verified, behavioral targeted data on the Forbes
Premium Network, advertisers can pick and choose from over 80
unique Channels and Sections to create custom, highly optimized
segments. This first-party data can reach audiences broad or niche.
Description of Data Types
Use Our Data For
Forbes Premium Data works best when segments are mixed and
matched to create custom audiences of business and finance
professionals and affluent consumers.
Forbes Premium Data is arranged by channel and by section in
correspondence to Channels include Business, Lifestyle,
Technology, Investing, Thought Leaders, and Entrepreneurs. Each
channel contains a array of more specific sections covering topics as
diverse as Sports & Leisure, Travel, Autos, Personal Finance, Intelligent
Investing, Mobile, CEO Network, and Style & Design.
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< 55 >
GfK MR I: A B uyer’s G uide
GfK MRI Data 101
Collection Methodology
GfK MRI’s National Study, the Survey of the American Consumer,
provides a detailed view of the 226 million adult consumers in the
U.S. – their media choices, detailed demographics, consumption of
almost 6,000+ products in 550 categories and 1600+ lifestyle and
psychographic questions and segmentations.
• Dispersed area probability sample
Description of Data Types
• Personal interview focused on media & demographics
GfK MRI attitudinal segments covering a variety of consumer interests
including buying styles, food attitudes, health attitudes, technical
attitudes, cellular/mobile attitudes, vacation/travel attitudes, fashion &
style attitudes, and financial attitudes.
• Eliminates cell-phone only and internet sample limitations
• Adults 18+ living in private households
• 25,000+ respondents per year in 48 states
»» Only one adult from each household is surveyed
• Leave-behind “product booklet” with questions on: products,
brands, lifestyle, psychographics
Use Our Data For
• Targeting
• Buying styles is defined as consumers who are driven by certain
factors when purchasing like quality, price, bargains and brand
• Media planning and buying
• Food attitudes are defined as consumers’ opinions towards food
inside and outside of the home.
• Customer acquisition and retention
• Health attitudes are defined as consumers’ opinions towards
medications and vitamins.
• Marketing mix strategy
• Consumer insights
• Product development
• Technology attitudes are defined as consumers’ opinions towards
adopting and purchasing technology.
• Cellular/mobiles attitudes are defined as consumers’ opinions
towards mobile phone usage and advertising.
• Vacation/travel attitudes are defined as consumers’ opinions
towards specifics like airlines, discounts and hotels.
• Fashion & style attitudes are defined as consumers’ opinions
towards brands and products.
• Financial attitudes are defined as consumers’ opinions towards
< 56 >
< 57 >
i360: A B uyer’s G uide
i360 Data 101
Collection Methodology
The i360 national data clearinghouse supports the campaign and
education activities of the pro-free-market public affairs, political
and corporate communities. i360 maintains a fully integrated and
continually updated database that includes more than 187 million
active voters and 230 million U.S. consumers with hundreds of data
points on every individual.
i360 is built on maintaining a rich, constantly updated database of
voter information from states and counties across the country. They
layer in hundreds of demographic and psychographic consumer
data points from leading data providers, census data, precinct level
election returns, and millions of pieces of survey response data. In all,
i360 processes more than 4 billion individual records a year.
Through the integration of these data resources, extensive survey
response work and advanced predictive models, i360 brings an
unprecedented wealth of rich, current data on political affiliation,
economic and social issue alignment, and behavioral demographics to
online advertising.
Predictive modelers work with industry leading software companies
to build predictive models around partisanship, vote propensity and
issue alignment, answering unknowns where hard data points are not
available. The models are continuously updated based on new inputs
using an ensemble model approach that averages the predictions
produced by a number of techniques including Decision Trees, Neural
Nets, Dmine Regressions and others.
Description of Data Types
The i360 Online Segments are custom-tailored for the political and
advocacy communities. Segments include:
• Registration & Partisanship – Registered, Unregistered and
Newly Registered Voters; Primary Voters; Republican, Democrat,
Independent, and Swing Voters
• Propensity or Likelihood to Vote – High, Mid and Low
• Issues – Political and Charitable Donors; Social Conservative and
Liberal; Fiscal Conservative and Liberal; Pro 2nd Amendment
Use Our Data For
i360 data is comprehensive and an accurate offering in the pro-freemarket public affairs, political and corporate communities. It is used
by political and advocacy organizations to target and reach voters
and prospective voters with content and creative that speaks to
their alignment and issue affiliation. Political segments are generally
combined with lifestyle, issue, and demographic segments to serve
meaningful content to responsive audiences.
• Personal Demographics – Gender; Age; Income and Wealth;
Home Ownership; Children in the Home; Marital Status;
Investment Voters; Sports and Gambling Interests
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< 59 >
I-Behavior : A B uyer’s G uide
e a t B ri t a i n
I-Behavior Data 101
Collection Methodology
Founded in 1999, I-Behavior developed the first SKU-level purchase
data cooperative that includes data contributed by 2,500 merchants
representing more than $400 billion in purchases made by 190 million
consumers. I-Behavior aggregates and models this data to create
targeted audience segments that companies can use for marketing
campaigns to help them reach the right consumers across any
channel – online, postal, email, social and mobile.
I-Behavior aggregates and analyzes more than 11 billion SKU-level
purchase transactions received from our more than 2,500 datacontributing members. These transactions represent consumer
purchases through both online and offline channels.
Description of Data Types
• IB Shoppers: SKU-level purchase data based on more than $400
billion in transactions made by 190 million U.S. consumers for
goods and services purchased via retail, online, phone, or catalog.
• IB Credit Card Type: Data that segments buyers based on
the type of credit card they use for purchases including Visa®,
Mastercard®, American Express®, Discover®, Premium Card, Bank
Card, or Gas Card.
AmeriLINK Demographic data is extremely reliable based on more
than 30 years of data collection from primary sources, public records,
Census data and consumer surveys.
Use Our Data For
I-Behavior connects brands to the right people. Our data is based
on actual consumer purchase behavior, to bring greater accuracy
and relevancy in targeting your online and offline campaigns to
consumers who are most likely to respond to your offer.
• AmeriLINK® Demographics: Demographic Data including Age,
income, family makeup, home ownership, occupation, etc.
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< 61 >
IR I : A B uyer’s G uide
IRI Data 101
Collection Methodology
IRI is a leader in delivering powerful market and shopper information,
predictive analytics and the foresight that leads to action on behalf of
more than 95% of Fortune 100 consumer packaged goods (CPG) and
retail companies.
IRI ProScores drives improved audience targeting across the digital
landscape. The data nucleus of ProScores™ is the IRI Consumer
Network ™, a national consumer panel, which is the industry standard
for understanding what shoppers consume across the CPG space. IRI
also layers in highly dimensional demographics from Experian to fine
tune our scoring accuracy.
IRI’s ProScores™ for Oracle BlueKai enables media buyers to laserfocus their campaigns on verified high-propensity brand buyers.
Description of Data Types
IRI ProScores™ identifies the top spending shoppers across CPG
categories, subcategories and brands for every U.S. household. To
determine each household’s spend, IRI combines its own proprietary
data sources with those from trusted third parties which are then fed
into a highly advanced predictive modeling engine.
Years of research and a track record of more than 500+ purchasebased targeting campaigns demonstrates that using our concise
representation of the spend in a CPG category, subcategory or brand
improves targeting effectiveness over disparate, ever-changing
individual data elements.
Use Our Data For
IRI ProScores™ helps CPG advertisers understand the market, develop
smarter targeting strategies, and increase the productivity of digital
marketers and their advertising investments. IRI ProScores™ can be
used to target shoppers who:
• spend a lot in your category or brand
• spend a lot on competitive brands
• spend a lot at specific retailers
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< 63 >
IX I: A B uyer’s G uide
IXI Data 101
IXI Services, a division of Equifax, offers digital targeting solutions
that enable marketers to better deliver the right message to the
desired target audience based on visitors’ likely financial capacity
and interests. A leader in delivering marketing solutions based
on anonymous, aggregated wealth and asset data, IXI Services
specializes in consumer segmentation according to a wide array of
financial metrics, including investment behaviors, spending levels,
and other financial characteristics. IXI also offers industry specifictargeting segments that combine purchase propensity and economic
capacity in auto, insurance, retail, telco, wireless, cable, travel, and
other industry verticals.
Description of Data Types
IXI offers a wide range of targeting options including:
• Demo: Economic Cohorts – Robust “demographic” segments
that combine HHI, life-stage, age, spending capacity and similar
aggregated credit/affluence data in order to group users into
targetable packages
• HHI: Income360 – Estimated income from salary/wages and
income derived from investments.
• Auto – segments that identify audiences of automobile
preferences based on segmentation profiles as well as auto
purchase and finance behaviors from the aggregated data
accessible to Equifax
• Travel – segments that identify audiences by their travel
preferences and behaviors based on segmentation profiles and
aggregated customer data, as well as large-scale surveying that is
applied to a statistically significant sample
• Retail – segments that identify audiences by their retail purchase
preferences and behaviors based on segmentation profiles and
large-scale surveying that is applied to a statistically significant
• Video, Voice and Data – segments that identify audiences by
their wireless, wireline, cable, satellite and data preferences
and behaviors based on segmentation profiles and aggregated
customer data, as well as large-scale surveying that is applied to a
statistically significant sample.
• Mortgage – segments that identify audiences by their mortgage
needs and profile behavior based on information accessible to
Equifax and aggregated at the ZIP+4 level.
• Insurance – segments that identify audiences by their insurance
needs and profile behavior based on information accessible to
Equifax and aggregated at the ZIP+4 level.
• Ability to Pay – Estimated ability to pay their financial obligations
in 4 tiers.
• Wealth and Deposits – Estimates of consumers’ household-level
total asset wealth and deposit wealth. Built from IXI’s directly
measured financial assets database collected from over 95 of the
nation’s leading financial institutions.
• Credit Card – segments that identify audiences by their credit
card needs and profile behavior based on information accessible
to Equifax and aggregated at the ZIP+4 level.
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• Retail Banking – segments that identify audiences of Retail
banking behavior built from IXI’s directly measured financial
assets database collected from over 95 of the nation’s leading
financial institutions.
• Investments – segments of various investment profiles and
behaviors that are built from IXI’s directly measured financial
assets database collected from over 95 of the nation’s leading
financial institutions
Collection Methodology
IXI Services collects anonymous U.S. consumer asset data received
from more than 95 financial services firms on a bi-yearly basis. The
data we gather represent almost half of all U.S. invested assets. In
addition we receive credit data directly from Equifax, FICO and survey
data from top media insight companies monthly.
Example 2: In-Market for Auto Lease
Derived from Equifax credit files, auto firms looking to reach
consumers with a lease set to expire with the next 6 months tap IXI’s
“In-Market for Auto Lease” segment. A truly unique product set that
should be added to auto intent campaigns.
Example 3: Auto Insurance
Insurance carriers who would like to improve application to new
policy ratios and/or customer profitability often lean on IXI’s
“Aggregated FICO” tiers (HH credit files are aggregated into national
tiers to avoid PII, while still providing an accurate credit picture).
A popular example is suppressing >700+ credit scores in order to
improve lead funnel quality.
Example 4: Luxury Travelers
IXI’s data is collected offline and then brought online through a
complex infrastructure of partnerships and online data enablers that
are able to link IXI data to the Oracle BlueKai cookies with the highest
degree of integrity.
High-end travel brands looking to reach the right audience leverage
IXI to provide an audience segment that favors luxury travelers AND
the spending capacity to purchase. Favorable direct response and
brand campaign performance is derived by ensuring travel interest is
combined with spending capacity.
Use Our Data For
Example 5: Family Wireless Plan Subscribers
Example 1: Luxury Auto
High-end luxury auto brands looking for quality auto data, leverage
IXI to provide an audience segment that favors luxury cars (domestic
or European segments) AND the spending capacity to purchase.
Favorable direct response and brand campaign performance is
derived by ensuring auto interest is combined with spending capacity.
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Wireless brands who wish to target an audience likely to be interested
in a family wireless plan utilize IXI’s data to reach users with the
correct demographic composition, spending capacity and propensity.
Truly captures the 360 view of the likely consumer.
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• DE
Lotame: A B uyer’s G uide
• IN • A
Lotame Data 101
Collection Methodology
Lotame’s 3rd party SMART Data comes from our extensive network
of publisher partners. The data consists of self-declared and
demonstrated behavioral data from unique publisher partners,
yielding accurate and scalable Demographic, Behavioral Interest, and
Social influencer audience segments. Lotame Smart Data bundles
100% declared and demonstrated - NOT panel-based - data into
over 180 audience segments across all major verticals (Auto, Travel,
Finance, Retail, CPG).
Lotame’s data is primarily collected from our extensive group
of publisher partners. Partners place our proprietary Behavioral
Collection Pixels (BCP’s) on every page of their site, allowing us to
collect individual demographic, declared interest, action, search,
purchase intent, and other data points. Our BCPs enable us to collect
more than 2 billion data points each day while organizing them into
900 audience categories of human behaviors, refreshing nearly every
second as each behavior is updated with each page view.
Description of Data Types
We have data from user’s online and offline registrations, online and
offline surveys, and demonstrated behaviors (where we will collect a
data point on “Sports” if a user posts a comment on a Sports Forum,
uploads a photo about Sports, reads an article about Sports, etc.)
• Demographic Data – 100% Self-declared by a user on an online
profile or registration that is matched with offline sources to
validate the demographic information provided.
• Behavioral Interest Data – This data is either self-declared
or demonstrated by a user based on their behavior on a
site. Examples include, dating or social profiles where a user
declares certain interests. More often, it’s the behaviors the user
demonstrates online that shows their interest in a particular topic.
Namely, what the user clicked on, searched for, read, watched,
blogged about, posted a comment about, rated, and any other
action a user could complete on a page.
• Social Influencer Action Data – Lotame’s core niche offering,
particularly for brand-focused advertisers. These are users that
frequently complete social actions that others online
can see, such as rating content, creating groups,
posting messages, or commenting on content. These
“socialites” facilitate the movement of content to
others on the web and are crucial to reach for brand
awareness, purchase intent, likelihood to recommend,
and more.
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Use Our Data For
180 prepackaged Audience segments are designed to extensively
cover most of the major verticals. Please refer to your Audience List
for our full coverage, but the strongest verticals include:
• Automotive
• Travel
• Finance
• Gamers (online and offline)
• Advocacy
• Entertainment (Movies, TV)
• Fashion
• Green Living
• Technology
The Ideal use-case is for top-of-the-funnel, brand advertisers looking
to reach large audiences and generate awareness, intent, likelihood to
recommend/purchase, and view. Lotame’s data has also worked well
in performance-based campaigns in the major verticals above.
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MasterC ard: A B uyer’s G uide
MasterCard Data 101
Collection Methodology
MasterCard Audiences offer advertisers the ability to reach audience
segments based on the spend behavior of consumers. The defined
behaviors include High Spend, Likely to Spend, Frequency of Spend,
and Recency of Spend across a wide range of industry sectors.
Additionally, we offer seasonal, holiday, and custom audiences.
MasterCard analyzes the spending patterns across billions of
anonymous transactions to segment like-spending patterns into
anonymous groups called micro segments.
Description of Data Types
MasterCard has created multiple “audiences” that represent a wide
range of consumer purchasing behaviors across a number of industry
sectors. Consumer purchase behaviors leveraged may include dollar
amounts, number of transactions, frequency of purchase, recency
of purchase, location of purchase, day/time of purchase, merchant
category, channel of purchase, etc.
• When they create an Audience they identify micro segments that
have the desired set of spend behaviors. The micro segments
that have the desired set of spend behaviors are grouped into
• The underlying source of the data is aggregated and anonymized
transaction data. MasterCard’s analytics are applied to the
anonymized transaction data at an aggregated micro segment
level to create the Audiences
After the Audiences are created, they leverage third parties to
associate our Audiences with their online populations through the use
of proprietary matching leveraging the micro segments.
Use Our Data For
Audiences are built from verifiable, anonymized credit card
transaction data. When you need to reach the right audiences
without inferred modeling, MasterCard Audiences are the “best in
class” choice. They excel in retail, restaurant, entertainment, travel
and auto categories. Additionally, custom audience development
gives unmatched flexibility in using consumer purchase behavior for
audience development based on your specific needs.
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Media Source Solutions: A Buyer’s G uide
Media Source Solutions Data 101
Collection Methodology
Media Source Solutions is known in the industry for its offline data
that has the ability to hone in on many aspects of a consumer’s
behavior, lifestyle, and demographic across a wide variety of verticals.
They have taken this powerful database and brought it online to
create data solutions using more than 600 audience segments. This
allows advertisers a scalable approach to achieve brand awareness
and conversion. Their relationship with data providers allows access
to data that is not readily available in the marketplace. Quick
snapshots of some of their extensive categories include Automotive,
Travel, Underbanked, Retail, Environment and Home Improvement.
Media Source Solutions collects offline data from a variety of different
unique sources using several large consumer databases built from
“self declared” information, transactional, retail and other direct
response methods. They also receive daily updates that provide
postal, email, phone information along with many different attributes
including demographic, lifestyle and behavioral data. Much of this
segmentation is exclusive to them, and they work hard to confirm
the accuracy of their raw data. Data is pinged real-time against
our consumer databases using a proprietary algorithm to ensure
accuracy. This is another reason why their data is known to
provide a lift in performance.
Description of Data Types
Media Source Solutions’ online audience data has an extensive reach
with demographical, behavioral, lifestyle and attributes not included
in many databases. Their expertise lies in understanding how data
sets work together to best utilize them to increase your ROI.
Audience Segments include:
• Automotive
• Education/Student
• Baby-Boomers
• Home Improvement/DIY
• Cruise/Travel
• Food & Wine
• Finance
• Cooking/Food
• Health & Exercise
• Parenting
• Pet Owners
• RV Enthusiasts
• Self-Improvement
• Sports
Use Our Data For
Media Source Solutions has brought online millions of offline records
that can be used effectively to meet unique campaign goals in every
vertical. To paraphrase Buzz Lightyear’s catch phrase, their data can
be used to ‘infinity and beyond’! Well maybe their reach isn’t quite
that broad but it is ideal for large scale campaigns, targeting life
stages and combining segments to create specialized blends of data
that will be the perfect fit for any customized campaign.
• Underbanked
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Oracle BlueKai B2B Data
Oracle BlueKai B2B Data 101
Description of Data Types
Oracle BlueKai offers unbranded B2B data which is aggregated
across our best-of-breed data providers.
Categories for the following B2B segments:
By taking advantage of our aggregated data from top data providers
you can access >300MM unique professional consumers, which
is ~60% more volume than other B2B providers.
Oracle BlueKai B2B data includes not only standard categories like
C-suite, but also SMB categories, and granular depth into Company
Age, Company Size, Industry, Sales Volume, Employee Type,
Occupation, Role and more.
• Company Size (categories include
“Under 10 Employees” – “5,000 + Employees”)
• Employment Status
Employed (part-time, self-employed, work from home)
Job Seeker
• Industries & Occupations (includes 21 expandable categories)
• Roles
Find this offering located under our B2B node in the Oracle BlueKai
»» Business Owners
»» Managers (Executives, middle managers, front-line managers)
»» Partners
• Sales Volume (includes ranges from under $250,000 to
Login to the BlueKai Partner UI for the full listing of segments.
Use Our Data For
Use this data to target business users from a variety of
fields, occupations and career levels.
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Oracle BlueKai Data 101
Oracle BlueKai Intent™ data offers unparalleled data depth and
breadth for branding and direct marketing initiatives, across seven
key in-market verticals, and over 30,000 targeting attributes. Oracle
BlueKai users who are bucketed into “in-market” categories are
qualified consumers who intend to buy a particular product or service
in the near future. Oracle BlueKai qualifies these consumers through
specific actions which indicate intent to buy on top tier ecommerce,
financial, retail, online travel agency sites. Sample actions include
interactions with a search function (either via search widget,
or entering in a keyword), product comparison, loan
calculators, etc.
Description of Data Types
In-Market Real Estate Data – Users who have demonstrated intent to
purchase or rent real estate. Examples of intent include researching
property listings and filling out requests for information on top real
estate sites.
In-Market Auto Data – Users who have demonstrated intent through
make/model searches, car configurations and dealership quote
requests on online automotive sites. 93% of Oracle BlueKai’s In-Market
autos users come from comScore top 10 Automotive sites.
Oracle B lueKai Intent: A B uyer’s G uide
In-Market Education Data – Users who have demonstrated intent to
pursue education and vocational training, typically at post-secondary
institutions. Examples of intent in include searches on particular
schools, majors, and financial aid products.
In-Market Financial Data – Users who have performed actions such as
search queries, using financial calculators, and comparing credit card
offers, mortgage rates, insurance products and retirement plans. 80%
of Oracle BlueKai’s In-Market Finance data comes from comScore
top 50 Financial sites.
In-Market Retail Data – Users who have performed product comparisons, auction behavior, or SKU level searches on top online retail sites.
Verticals include Clothing, Shoes & Accessories, Consumer electronics, Consumer packaged goods, Health & Beauty, Home & Garden,
Entertainment, Video Games and Automotive Parts & Accessories.
In-Market Services Data – Users who have demonstrated intent to
purchase local goods and services such as apartments, restaurants,
mechanics, or retail stores in a particular geographic locations.
In-Market CPG Data – Users who have demonstrated intent to purchase
consumer packaged goods through searches, product comparisons,
and online auctions. Sample verticals include pet supplies, household
supplies, baby care products, and health and beauty supplies.
In-Market Travel Data – Users who have searched for flights, hotels
and car rentals on top online travel sites in the last 7 days. 94% of
Oracle BlueKai’s In-Market travel users come from comScore top 10
travel sites like
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Demographic Data – Oracle BlueKai captures over 200 demographic
attributes from online and offline data sources including age, gender,
employment, language, family composition, household income and net
worth. All Oracle BlueKai demographic data is ‘self declared’ and is not
inferred or modeled.
Interest Data – Oracle BlueKai interest is separate from in-market and
consists of activities like reading blog posts or general news about a
product or service. Verticals include autos, arts & entertainment, online
activities, hobbies, politics & current events, sports, travel & more.
Predictors Data – Predictors consists of modeled ‘look-a-likes’ of Oracle
BlueKai in-market auto, retail & travel, modeled from online and offline
data sources – use Oracle BlueKai predictors as a reach extension to
Oracle BlueKai in-market.
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Collection Methodology
Oracle BlueKai aggregates and classifies intent data from 80% of
the Top 20 comScore sites in seven key vertical markets. This data is
organized and qualified by a team of Classification Taxonomists, to
ensure that all users who are tagged as “in-market” have indeed taken
actions online to declare themselves as such.
Use Our Data For
Leverage Oracle BlueKai data for lower-funnel campaigns for targeting precision at scale. Oracle BlueKai In-Market Auto data has been
seen to enhance campaign performance by 30x versus other intender
auto data sources, and Oracle BlueKai “In-Market” data across
verticals has powered campaigns to see an average of 200-300% lift
in performance.
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Oracle BlueKai Qualified demographic Data 101
Oracle BlueKai has leveraged its massive scale of demographic data
and combined that with its own analytics based on consensus and
validation to present a new category of Qualified Demographic data.
yer’s Guide
Oracle BlueKai Qualif ied Demographic Data: A Bu
• Household Income
»» $0-$14,999
»» $15,000-$19,999
»» $20,000-$29,999
»» $30,000-$39,999
Qualified Demographic data makes identifying accurate demographic
audiences easier and more effective. We have taken a “wisdom of
the data experts” approach to qualifying demographic attributes for
targeting audiences at scale.
»» $40,000-$49,999
Description of Data Types
»» $100,000+
Medium and High Confidence Categories for:
• Gender (Female or Male)
• Presence Of Children (Yes or No)
• Age
»» 18-19
»» 20-29
»» 30-39
»» 40-49
»» 50-59
»» 60-64
»» 65+
»» $50,000-$59,999
»» $60,000-$74,999
»» $75,000-$99,999
Qualification Methodology
• Oracle BlueKai ran a series of test campaigns with our unbranded
and branded data categories to find the most accurate data sets
in our platform.
• Oracle BlueKai then ran “consensus” testing, to understand where
this panel of data experts agreed on the demographic profile of a
user’s cookie.
• Attributes are assigned as “High confidence” when two or more
data experts agree and there are no conflicting opinions.
• Attributes are assigned as “Medium confidence” when one expert
states an attribute and there are no conflicting opinions.
• Qualified Demographic segments are tested quarterly to continue
to meet the specified standard of excellence in data quality.
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Precision Mar ket Insights : A Buyer’s G uide
Precision Market Insights Data 101
Precision Market Insights leverages the power of Verizon Wireless,
the nation’s largest and most reliable network, to provide addressable
cross-device advertising solutions.
The PrecisionID is a deterministic identifier matched to devices on the
Verizon Wireless network. Privacy safe and accurate, the PrecisionID
powers more impactful, data-driven marketing at scale, driving better
ROI for advertiser’s campaigns.
Description of Data Types
With the PrecisionID, Oracle BlueKai clients can optimize their 1st and
3rd party data selections through the Oracle BlueKai platform.
Online to Mobile Retargeting – Advertisers can use the
PrecisionID to retarget audiences in mobile.
Advertisers can map demographic, geographic and interest based
segments using 3rd party data to the PrecisionID for accurate mobile
and cross-device targeting.
Precise List Matching – Advertisers’ who use list matching with
Oracle BlueKai can match prospects to the PrecisionID in a secure
and privacy-safe manner for delivery of precisely targeted mobile
advertising messages and offers.
Collection Methodology
The PrecisionID is a privacy-safe, deterministic identifier matched to
devices on the Verizon Wireless network that unlocks data-driven
marketing assets to power demographic, interest, and geographic
based targeting, bridge offline client data to reach audiences
on mobile and enable online to mobile retargeting.
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When a consumer visits a webpage or uses an application on a
Verizon connected smartphone or tablet, the device sends a request
through the trusted Verizon network. In the request a unique
identifier, the PrecisionID, is transmitted. The PrecisionID is the key to
unlocking data with precision; without sharing the identity of the user.
Ultimately, this enables our partners to effectively serve ads and
retarget relevant mobile advertising in a privacy safe way.
Use Our Data For
Clients can unlock the power of Precision to reach precise audiences
across devices, mobile operating systems and applications. Through
Precision’s mobile retargeting capabilities, clients can segment and
deliver customized content in any type of mobile display campaign
including banners, in-app advertising and video.
Precision Market Insights unlocks addressable ad solutions and datadriven marketing to help you achieve your unique advertising goals.
With scale, transparency and ‘privacy by design,’ Precision Market
Insights delivers results.
Precision Market Insights provides the following benefit for brand
• Driving higher engagement with your target audience
• Extending your campaign’s reach
• Achieving ROI goals
Precision Market Insights provides the following benefit for direct
response advertisers:
• Driving lower funnel conversions
• Achieving ROI goals
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Pr of ound Net works: A B uyer’s G uide
Profound Networks Data 101
Collection Methodology
Profound Networks engages in Internet scale monitoring and analysis
of publically available corporate networks and creates actionable data
assets for competitive advantage in the telecom and IT verticals.
Profound Networks developed a platform to compile and analyze
in excess of 3 billion routable IP addresses and their corresponding
DNS and networks attributes on a quarterly basis. In addition to
comprehensive IP mapping, analysis of 200 million Domains is also
conducted each quarter.
Description of Data Types
• Network Growth: Target Companies growing
their online network at specific rates.
• Device Count: Segment companies by # of devices on their
public network.
• eCommerce: Target companies using specific eCommerce
• Web Analytics and Tracking: Target companies leveraging
specific Website and Tracking platforms.
• Advertising: Target companies monetizing traffic with specific
Advertising platforms.
• Social Networks: Target companies that have built a presence on
Social Networks.
• Hosting Provider: Target companies by their website hosting
• Cloud Provider: Target companies by their Cloud Provider.
• Content Management System: Reach companies by specific CMS
• Email Provider: Target companies by their email provider and
server being utilized.
• SSL Vendor: Segment companies by their SSL provider.
• SIC Code: Select Industry Vertical by SIC Code.
• Annual Revenues: Target Companies by their Annual Revenues.
Use Our Data For
There has been a tidal wave shift of technology assets into the online
space. Leveraging this empirical technology infrastructure data in the
digital arena is available now for the first time.
With this being said, Profound Networks’ data is best leveraged
when it comes to targeting the ‘digital footprint’ side of the business.
Strategies include targeting businesses by network size, network
growth, server architecture, eCommerce platform, analytics…and
more. Profound’s data also identifies service providers, hardware and
software installs and the various vendors, which opens the door for
unprecedented competitive targeting for companies in the Telecom
and IT space.
• Other Verticals can be provided upon request.
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Relevate: A B uyer’s G uide
Relevate Data 101
Collection Methodology
Relevate is a builder of insightful data for brands with a focus on
accuracy, time to market and value to the consumer. Oracle BlueKai
partners with Relevate with 2 of its most successful products, Exact
Auto and Relevate New Movers. Relevate’s unique content addresses
multiple segments from Retail and CPG to Automotive, Insurance,
Financial Services, Telcom, Travel and Healthcare.
Relevate’s New Mover data is built from the ground up, and is based
on deed filings and mortgage filings, wrapped with new connect
and installation information. This data is then corroborated against
multiple consumer data sets to ensure the users are indeed new
movers, versus persons that are just making installations. This data is
built weekly and often pre-dates other move changes including USPS.
Description of Data Types
Exact Auto data comes from dealers, service centers, and coregistration data and is NOT modeled. All data is cleaned and
updated with daily dealer lot information, for example a dealerships
inventory used as a trigger to cross-reference VIN numbers to define
what is in a person’s driveway.
New Movers can be categorized by age, household income, home
value, and lifestyle attributes from gardening to cooking, as well as
purchase behavior.
Exact Auto has conventional category and brand data, as well as
unique categories based on lifestyle, such as: “moms and kids - minivans”, “wealth or wealth wannabes - luxury brands”, and “outdoors
and heavy load – trucks”. Data by make and model, age, income,
purchase year and decision dates based on purchase year are also
Use Our Data For
New Movers have a high propensity to spend on new cars, insurance,
home security, home lawn care, new technology: computers, home
entertainment, insurance, banking, pharmacies, telcom, cable, and
more. Shopper frequency opportunities from grocery to drug stores
are all increased in the first 6 months.
Exact Auto data: make, model, year for insurance, warranty, and
more, can successfully be used to market competitive brands and
categories, seasonal specials, aftermarket, gas/fuel offers, aftermarket
accessories, and car maintenance items.
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Targeted Vict or y : A Buyer’s G uide
Targeted Victory Data 101
Collection Methodology
Targeted Victory (TV) is a leader in online advertising, email
marketing, and integrated data management for political candidates
and causes. Along with our technology services, we provide strategic
digital campaign management and comprehensive web design and
development services.
Data is collected from the voter file, national presidential campaigns,
and consumer spheres. We then model this data on algorithms to
offer depth and detail to inform decision-making in politics for select
We provide all of our clients with a custom strategy to best achieve
their organization’s goals, incorporating a combination of our core
services and others that fit your needs.
Use Our Data For
Targeted Victory’s data: used for political purposes only; only for use
by select (approved) clients.
Description of Data Types
Get Out the Vote + Persuasion Model:
• Individuals who are off-year general election voters with GOP
partisan affiliations (i.e. primary voters)
Get Out the Vote Model:
»» Individuals who are off-year general election voters with GOP
partisan affiliations (i.e. primary voters)
Persuasion Model:
»» Individuals who are off-year general election voters with no or
mixed partisan affiliations
Absentee Ballot/Early Voters:
• Voters who previously did Absentee Ballot/Early Vote and/or
voters with profiles similar to previous AB/EV voters (i.e. age
ranges, gender, income, general election votes, and geography)
»» General Election
»» Primary Election
Political Donor Model:
• A model run on algorithms to predict new donors based on
previous contribution history to political campaigns and causes
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TransUnion: A B uyer’s G uide
TransUnion Data 101
TransUnion combines data, advanced analytics and industry-focused
experience to help institutions make more informed decisions at every
stage of the consumer lifecycle. Through this powerful combination of
information and insight, institutions can improve marketing, manage
risk and strengthen relationships with existing customers. In the small
business space, TransUnion has expanded its solutions to digital
marketing including the ability to identify, segment and market to
small business contacts online.
Description of Data Types
TransUnion can help institutions identify individuals online by
appending small business owner characteristics to their Internet
profiles (cookies). Several small business segment values are available
• Geography – Attribute segments represented by small business
owners in specific states.
• Industry Verticals – Attribute segments represented by industry
verticals for specific small business marketing campaigns.
Examples include:
Business/Professional Services
Personal Services
• Sales Revenue – Examples include:
»» $0 - $250,000
»» $500,001 - $1,000,000
»» $3,000,001 - $10,000,000
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• Total # of Employees – Examples include:
»» < 2
»» 5 - 9
»» 50 - 100
• Title – Examples include:
»» Owner
»» Executive
»» Professional / Medical
• Year Company Established – Examples include:
»» < 2 years
»» 2 through 5 years
»» 5 through 10 years
Collection Methodology
TransUnion small business solutions combine proprietary core data
assets and external small business data via innovative matching logic.
The small business data include more than 27 million small businesses
sourced from over 70 databases, which are all validated to ensure
accuracy and freshness of the data.
Use Our Data For
The TransUnion Small Business Digital Marketing Solution can help
institutions refine their digital footprint with Internet cookie-based
small business advertising:
• Improve small business acquisitions through relevant, timely
offers in the digital marketplace
• Define specific small business targets with deeper granularity and
• Target small business candidates for tailored invitation-to-apply
(ITA) offers
• Cross-sell services to expand small business relationships
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TruSignal Data 101
TruSignal gives you a more precise way to target consumers who look
like your existing best customers at scale. A custom and syndicated
solutions extend across 1:1 digital marketing channels and advertising
platforms – including display and pre-roll video. Based on patented
data mining and predictive analytics technology, a TruSignal audience
combines data from 40 different sources of verified, offline profile
data. Their data helps brand advertisers, direct marketers and their
agencies “cut through the noise” of online audience targeting data
and deliver highly precise and highly scalable prospecting and
branding campaigns.
Description of Data Types
Auto Insurance – Prospects who have similar profile characteristics
of consumers who applied for and purchased auto insurance
through online channels. Applicable to insurance carriers, brokers or
aggregators offering auto insurance products.
Term Life Insurance – Prospects who have similar profile
characteristics of consumers who applied for and purchased term life
insurance through online channels. Applicable to insurance carriers,
brokers and aggregators offering term life products.
TruSignal: A B uyer’s G uide
Ca n a d a
Estimated Household Income – An estimate of household income,
based upon many profile data factors, including demographics,
geography, past purchase behavior, public records, financial
information, and census information.
Underbanked Consumers – Prospects who have similar profile
characteristics of consumers who maintain nontraditional banking
relationships. Applicable to money transfer services, short term loans,
and prepaid debit products.
Political Affiliation – Prospects who have similar profile
characteristics of consumers who are known Democrats, Republicans
or Independents.
Political Donors – Prospects who have similar profile characteristics
of consumers who previously donated money to either the
Republican or Democratic parties.
Estimated Financial Health – An anonymous estimate of consumers’
ability to satisfy their existing financial obligations. These segments
were designed for targeting campaigns where financial quality is
an important consideration, such as with mortgages, credit cards,
insurance, investment services, telecommunications services and auto
loans or purchases.
Higher Education – Prospects who have similar profile characteristics
of consumers who applied for and enrolled in national higher
education programs.
Mortgage Refinance – Prospects who have similar profile
characteristics of consumers who applied for and refinanced their
mortgage through online channels. Gives higher weighting to larger
loan values, but still within normal Fannie Mae guidelines.
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Collection Methodology
Use Our Data For
TruSignal aggregates a wide variety of offline consumer profile data
from over 40 third party data sources including: financial databases,
property records, census, demographics, past purchases, household
databases, hobbies, and interests. These data sets are the “raw
materials” used to define each TruAudience formula.
TruAudience segments work well for upper funnel prospecting and
branding campaigns, where the objective is reaching the “right”
consumers earlier in the consideration cycle. We specialize in
targeting your most desirable new prospects by combining many
different kinds of consumer profile data. TruSignal does not use any
in-market or intender data, which is most appropriate for bottom
funnel conversion campaigns.
In an offline process, TruSignal compares samples of target customer
data against thousands of third party data attributes using proven
regression modeling techniques. The process discovers over 100
unique predictive factors that define a high value “lookalike”
consumer, giving you all of the power and precision of many datasets
distilled into a single, custom audience.
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TruSignal can even build custom audiences for specific campaigns,
based on a historical record sample. The custom development
process ensures that we are using all of the right data to profile
the audience and it allows us to on-board unique datasets that are
specific to a given campaign objective. Historical performance data
can be extracted from CRM platforms, campaign landing page pixels
or from within an existing DMP.
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V12 GRO UP: A B uyer’s G uide
Brief Description of Data
V12 Group turns offline consumers into targetable audiences by
mapping offline demographic, lifestyle, and purchase data into
privacy compliant online audience segments, reaching the most
relevant online audience for any consumer-focused campaign.
Blending accurate and up-to-date offline data with their wide reach to
over 80-100M US consumers has increased ROAS for both brand and
direct response campaigns alike.
Description of Data Types
V12 Group offers over 330+ audience segments to target across nine
categories including: Automotive, Buyers, Entertainment, Finance,
Sports & Fitness, Lifestyle & Pursuits, Travel, Demographics, and a
proprietary set of personality data called PYCO.
• Unique & Custom Audiences – Target any one of V12 Group’s
330+ segments or combine several segments to create a custom
segment to best fit your targeting needs. V12 Group also offers
hard-to-find audience data, including heritage, voter information,
and political party affiliation to name a few.
• Automotive Data – Target Auto consumers by Make, Model, Class,
Budget, Purchase Type, In-Market Predictor, and After-Market
Repair Profile.
• PYCO – Based on the Carl Jung Psychological Types, PYCO has
developed a proprietary algorithm that utilizes a consumer’s
name, mailing address and 320 different data points to accurately
assign a personality type to 85% of US adult consumers.
Together, PYCO and V12 Group provide psychological, digital,
demographic, and geographic attributes combined into 16 unique
personality segments to illustrate a vivid 360-degree view of
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individual consumers, beyond just demographics. PYCO Data is
used to: Creative Ad Optimization, different messaging for different
personality types, and more.
Collection Methodology
V12 Group’s multi-channel consumer file is one of the largest
consumer databases in the direct marketing industry. The database is
an aggregated file built from more than 40 compiled and proprietary
data sources which combines postal, email, phone and mobile data,
as well as hundreds of selectors to improve targeting including:
demographic, geographic, lifestyle, interests, and behavioral data.
• 208 million consumer records
• 110 million US households
• 72 million ePostal records
and 86 million eZip
• 81 million email records
• 112 million phone records
• Over 260 specific data fields that can be used for targeting
• 1,000 census variables (ZIP & CRRT level)
• Regular updates for optimal delivery
• Multi-source file of response & compiled data
Use Our Data For
Advertisers have seen strong performance leveraging V12 Group’s
online audience segments across a variety of categories, including:
• Travel
• Finance
• Auto
• Software
• Gaming
• Home Décor
• Entertainment
• Niche Lifestyle Audiences
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Webbula: A B uyer’s G uide
Brief Description of Data
Description of Data Types
Webbula provides accurate offline consumer data across multiple
platforms and databases including auto, social media, political, and
business-to-consumer. After compiling information from a multitude
of sources, it is verified and authenticated via a hygiene process. The
confluence of the data cleansing process makes it easier to identify
inconsistencies, and provide a higher quality product to clients.
Webbula caters to organizations from Fortune 500 companies to
small businesses, and all achieve results.
Webbula utilizes its vast data segments to help explain past consumer
trends and envision alternative future options for clientele by
identifying the proper target audience. Data categories include 400+
fields of interest, including but not limited to the following purchasing
Webbula enhances precision when targeting specific market
audiences. This is accomplished by ascertaining consumer profiles
that not only focus through basic lenses such as zip code, age, and
gender but also delves into consumer habits as well as proprietary
and monetary characteristics.
• Automobile/Motorcycle
• Entertainment
• Financial Services
• Investment
• Property
• Socially Connected
• Sports
• Travel
As a further guide and tool, data is cross-referenced with
demographic information as well as the consumer’s likelihood to
spend. These categories include but are not limited to:
• Earnings
• Education
• Gender
• Fiscally Responsible
• Location/Address
• Recent Movers
• Household Demographics
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Collection Methodology
Use Our Data For
Webbula’s consumer intelligence is collected from a vast variety of
trusted sources comprising of the following:
Webbula not only provides data for purchase but can enhance
a current client list by providing demographic, purchasing and
behavioral data overlays. Data can be purchased in isolation or
appended to your own customer lists. Additionally, information on
cell phones, email addresses, auto, financials and life stages are
all available for enhancing your own customer lists or for outright
purchase. The combination of our data segments and filters, to profile
targeted consumers, allow for optimal results in advertisements and
marketing campaigns. Also, the data can be directly implemented for
direct mail, email, social targeting and other online channels.
• Historical retail purchases
• Offline public/census data
• Online publisher partners
• Self-reported information
• Survey data from top social media companies
• Top data providers
After making sure the information is completely reliable through
analytics, pattern recognition and heuristics, our verified and cuttingedge algorithms help to create ideal segments that can be modified
and tailored to the customers’ exact needs and desires.
The end product will allow a complete consumer overview,
providing essential intelligence and information for reaching out to
specific clientele and seeing significant improvements in return-oninvestment. Webbula’s strategic alliances allow the offline data, which
is highly concentrated around email, to sync at a high level with our
singularly focused on-boarding partner.
• Auto: Cross reference data lists to discover information on
targeted individuals or households that have a need for a new
vehicle, individuals financially capable of purchasing a new
vehicle and consumer habits/trends for vehicle purchase history.
• Demographics: Ability to determine the occupation of a
consumer, how many children are present in the household, if the
consumer is single or married, individuals who recently changed
locations, and much more.
• Finance: Information can provide useful figures on an individual’s
financial standing, career, total income, credit cards utilized,
charitable donations and net worth.
• Other Retail Campaigns: Find millions of prospects’ shopping
trends, who they buy for, what brands they use, and reach out to
competitor customers.
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