Each day people make decisions that leave digital breadcrumbs. For example, an individual may go out for coffee, shop at a luxury clothing store, and stop by the liquor store
to buy wine for a party—all on a Saturday morning. Before they get to the party, they may hop 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 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. In another sense, it’s essentially anonymous—the petabytes of data collected every day makes identifying an individual by name difficult to do.
Compiled data is then categorized. For this individual, that could mean asking how often they purchase wine or liquor—once a month, or four times a week? The transactions are bucketed together to deliver an individual purchase category. This data is combined with other data available online, offline, through surveys, and other publicly available sources. At this point it’s 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. Data available through Gloo 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.