What is an audience? “Women ages 35–54 with a household income over $100,000.” That’s an audience. But is it the best audience you could build? The short answer: far more specific than demographics alone. Audience targeting sharpens when you layer demographic, household, lifestyle, ownership, and in-market intent data so the audience matches the campaign objective...Read More

What do you know about lifestyle and interest data? You probably know your customers’ age. Maybe their income. Where they live. What they’ve purchased from you. But do you know if they love to cook? Own a dog? Spend their weekends golfing, gardening, woodworking, or hiking? Are they avid readers? Travelers? Gamers? DIYers? Sports fans?  Sometimes what people are into can tell you just as much as who they...Read More

Marketers spend a lot of time trying to understand individual consumers. Who are they? What are they interested in? Also, what have they purchased? And what are they shopping for?  But there may be another question worth asking: Who else is in the household?  A customer record may belong to one person, but many purchasing decisions don’t happen...Read More

What if your advertising could reach consumers when they’re actually ready to buy, rather than simply hoping they’re in the market?  That’s the advantage of in-market intent data.  For marketers, finding the right audience has always been important. But knowing when someone is likely to make a purchase can be just as valuable as knowing...Read More

Consumer data has become one of the most important tools for improving marketing campaign performance. Have you ever launched a marketing campaign that seemed perfect on paper, only to watch it underperform once it went live? In many cases, the problem is not the creative itself. The messaging may have been strong. The offer may...Read More

Most marketing plans start with budget, then channels, then creative. Somewhere near the end comes the audience: “Now I just need to pull the list.” That order is backwards. You can have great creative, the right offer, and plenty of budget, but if you are reaching the wrong people, the campaign is already working against...Read More

Every company wants to reach the right customer. So one of the best places to start might be with the ones you already have. Your first-party data can tell you who buys from you, how often they buy, what they purchase, and which customers generate the most value. But what if you could understand what your...Read More

Every great audience starts with the data behind it.  Who are your best prospects? What do they own? Where do they live? What does their household look like?   The answers shape who makes it into your audience, how you personalize your campaigns and where your marketing dollars go.   So it’s worth asking: how good is...Read More

In-market data can add an important new dimension to what marketers know about their customers. You know what your customers bought from you. But do you know what they’re shopping for right now?  That’s a very different question.  Purchase history can tell marketers a lot about past behavior. Consumer and household data can help explain who customers are. Lifestyle and interest...Read More

AI is now part of mainstream marketing. Teams use it to create content, personalize experiences, automate workflows, analyze data, and build segments. But most of the conversation has focused on which AI tools to use. Far less attention has gone to a more basic question: Is the data feeding those tools actually ready? AI can...Read More