Data-Driven Marketing

How data-driven marketing works

Discover how marketers use data to provide offers that are relevant to customers’ needs and interests.

Examples of two common marketing objectives are provided below, but the same steps apply across offer scenarios.


Online promotion offering free shipping on select new apparel items

Direct mail promotion offering an in-store discount on select new apparel items

Step 01

Target audience is defined using data categories such as the following:

  • Household purchases

    Customer names and addresses, along with generational household purchase information, solely to understand the types of purchases customers make



  • Self-reported information

     Information obtained through voluntary customer survey participation on the customer opinions and shopping behaviors from households in North America

  • Public records

    Information about customers who have recently moved from entities such as utility companies, magazine publishers and public records (for example, property deeds)


step 02

Customers anonymously matched to the search parameters through cookies placed in the their browser

Customers anonymously matched to the search parameters through personal identifiable information (PII)

Step 03

An ad is placed with ad exchanges (ad exchanges are platforms that facilitate the exchange of online media ads)

An actual name/address is selected for the advertisement mailing from those who have not opted out

Step 04

When a customer matching the profile (as evidenced by the cookie on their browser) visits a website, the ad is displayed

When a customer matching the profile is identified, a direct mail advertisement is sent to them