Each day people make decisions that leave digital breadcrumbs. On a Saturday morning an individual goes out for a coffee, shops at a luxury clothing store, and stops by the liquor store
to buy wine for a party. Before they ges to the party, they hops on their phone to order a pair of shoes
and follow a new music artist on Twitter. Each of these activities leaves a purchase trail, or
publicly available social connection.
Data compilers, like Wunderman and many others, form partnerships with retailers, banks, and
tech companies to compile data. In one sense, this happens at the person-level—each of this
individual's transactions are linked to them. Yet, in another sense, it is essentially
anonymous—the petabytes of data collected every day makes identifying an individual by name
very difficult to do.
Compiled data is then categorized. How often does this individual purchase wine or liquor?
Once a month? Four times a week? The individual transactions are bucketed together to deliver
an individual purchase category. This data is combined with other data from online, offline,
surveys, and publicly available sources, and then delivered into a single person record as part of
the larger, national file.
Data compilers work hard to properly link the identity of an individual across each of these
channels, clean and normalize data, and deliver an accurate, actionable file. Gloo Insights’
quality data provides all you need to target prospects, develop insight into your customers or
prospects, and drive effective marketing programs.
Learn more about our data here.