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PreciseTarget ConsumerInsights

FAQS

What are Target Consumers?

Target Consumers are the top, U.S. adult consumers that PreciseTarget’s Data Scientists have determined have the highest propensity and affinity for your brand and product assortment through proprietary machine learning algorithms.

How do you identify my Target Consumers?

Your PreciseTarget ConsumerInsights account has been loaded with a Target Audience comprised of hundreds of thousands of consumers that our Data Scientists have identified as having a high propensity to purchase your brand and the products in your assortment.  Every three months, PreciseTarget builds Target Audiences for all leading brands using data from more than 5 billion first party retail transactions and daily feeds of more than 60 million SKUs for thousands of brands provided to us through our partnerships with the top U.S. retailers. 

The retail transaction and product SKU data is blended with authoritative demographic data for approximately 200 Million U.S. adults, or 99% of U.S. consumers, and modeled using sophisticated machine learning at scale to create Taste Scores each individual consumer. Target Audiences are then created by selecting the consumers with the highest affinity and purchase propensity for top brands, retailers, and product categories.

How do I get my Customer data into ConsumerInsights?

To add your Customer data into PreciseTarget ConsumerInsights for analysis and enrichment, simply contact your Account Executive and they will help you onboard your Customer data in a secure and compliant manner. The process is simple.

PreciseTarget works with a leading, third-party identity resolution partner called Neustar to ingest your customer data, scrub it of all personally identifiable information (PII), and then pseudonymize it by appending a unique, PreciseTarget Identifier. 

Your Account Executive will provide you with credentials for a secure file transfer system at Neustar where you can upload your customer’s data – typically all that is needed is your internal customer identifiers and associated email addresses (or other suitable identifiers).   Once the PreciseTarget ID is applied, Neustar will delete your customers’ PII and return a file to you and to PreciseTarget with just your internal customer ID mapped to the new PreciseTarget ID. 

PreciseTarget will then apply its machine learning algorithms to your customer list to append demographic data and brand and product taste scores.  Your data will then be uploaded to your ConsumerInsights account where you can do analysis, create segments, and export enriched customer data for activation using your internal customer ID’s. 

Because PreciseTarget never receives or retains any personally identifiable information from you, the process is entirely compliant with privacy and security guidelines and regulations such as CCPA, GDPR, and SOC2.  Additionally, PreciseTarget’s partner, Neustar, continuously monitors the pseudonymized PreciseTarget ID’s to ensure removal of data for any consumers who have exercised their right to opt out of data collection services in accordance with relevant regulations.   

How do you protect my Customers’ Personally Identifiable Information (PII)?

PreciseTarget works with a leading, third-party identity resolution partner called Neustar to ingest your customer data, scrub it of all personally identifiable information (PII), and then pseudonymize it by appending a unique, PreciseTarget Identifier.  Once the PreciseTarget ID is applied, Neustar will delete your customers’ PII and return a file to you and to PreciseTarget with just your internal customer ID mapped to the new PreciseTarget ID.  Because PreciseTarget never receives or retains any personally identifiable information from you we have no way to tie our pseudonymous PreciseTarget ID to a true identity – the process is entirely compliant with privacy and security guidelines and regulations such as CCPA, GDPR, and SOC2.  Additionally, PreciseTarget’s partner, Neustar, continuously monitors the pseudonymize PreciseTarget ID’s to ensure removal of data for any consumers who have exercised their right to opt out of data collection services in accordance with relevant regulations.   

How do I map my Exported Customer Data to my enterprise platforms like CRM’s, CDP’s, or Email Marketing Systems?

When you provide your customer data to our identity resolution partner, Neustar, you will include your customers’ identifiers such as emails along with your internal customer ID’s.  When Neustar maps your customers’ data to PreciseTarget’s ID’s they will also map your internal customer ID’s so that you will be able export data from ConsumerInsights and map it to your known customer data in your enterprise platforms. 

How do I Activate my Target Consumer Data for Marketing Campaigns via DSP’s, Mail Houses, or other systems?

Within ConsumerInsights, you will be able to create custom audience segments from the Target data provided for your brand.  Once you have defined, named, and saved a segment, you will be able to “Activate” that segment for programmatic marketing campaigns via the leading DSP’s and Social Platforms – we can even deliver them to mail houses for direct mail campaigns.  Once you have selected a segment for activation, simply click on the Activate button, choose a size for your audience of up to 30 million identities, and complete the form provided to configure your preferred platform.  You will need to know all the relevant information for your account on that platform such as your seat ID, your point of contact’s name and email for that platform, etc.  Hit submit and we’ll take it from there!  Each platform is different but segments can typically be delivered for activation in 3-5 business days. 

How do I build a Segment from my Customer or Target Data?

Building segments in ConsumerInsights is easy.  First, decide if you want to build a segment from your known Customers or from the “unknown” consumer Targets that our Data Scientists identified as your best, new, prospective customers.  Click on the Segmentation button in the relevant section and start filtering your audience by Demographic attributes and Taste Scores – the size of your segment will be displayed at the top of the page and will decrease as you apply your desired filters.

Available Demographic attributes include:

Gender – Men, Women, Unknown

Education – Some High School, High School, Some College, College, Graduate School, Unknown

Age – 18-34, 35-64, 65+, Unknown

Income – $0-49,999, $50,000-74,999, $75,000-99,999, $100,000-149,999, $150,000-199,999, >$200,000, Unknown

Marital Status – Single, Married, Unknown

Home Ownership – Yes, No, Unknown

Children Present – Yes, No, Unknown

Available Taste Scores include:

Product Taste – Gender, Category, Price Tier

Brand Taste – Category, Brand, Score

On Sale Taste – Gender, Category, Price Tier

Gift Buying Taste – Gender, Category, Price Tier

As you filter your base audience, your Selected Attributes will be listed for you to review and edit.  Don’t worry if the filters you choose cause your Segment Size to become too small, PreciseTarget can increase the size of your segment upon request by combining your filters and our machine learning algorithms to find more consumers just like the ones you need.  Once you have finished defining your segment, enter a name and click on the Create Segment button.  Your segment is now saved for you to export or activate.

You can also create segments from the Analytics section by clicking on the Create Segment button at the top of the page to save any filters that you applied there. 

What is Brand Taste?

PreciseTarget is the first data-science company to machine learn over 5 billion retail transactions to map the shopping Tastes of over 200 million Americans. Because we understand what drives consumers to purchase a particular product – attributes like color, style, fabric, and price - and how that shopping taste aligns with product assortments, our unique and powerful data sets help brands and retailers identify their best new customers.

How Targeting by Taste Works for Brands:

Our models are informed by daily assortment feeds from thousands of retailers and brands. We’re specifically looking for alignment between a consumer’s retail taste and the attributes of the products each brand sells. For the first time you can target customers who match your merchandise! As your catalog evolves, whether due to inventory changes, price reductions, or product promotions, our audiences are dynamically updated to meet your needs. Looking for new and effective ways to increase your brand’s target audience? Use our Brand Taste Audiences to double your brand’s total addressable market and identify millions of new shoppers. The foundation of every acquisition campaign should be targeting the right customers. Taste Profiles have shown to be a stronger predictor of future purchasing behavior than other common targeting tactics. Brand Taste Audiences are ready to implement in your existing programmatic efforts.

Identify high-value customers with the greatest propensity to buy your brand’s assortment including thousands of brands in: Apparel, Footwear, Cosmetics, Accessories, Home Goods

What are Product Taste Propensities?

PreciseTarget is the first data-science company to machine learn over 5 billion retail transactions to map the shopping Tastes of over 200 million Americans. Because we understand what drives consumers to purchase a particular product – attributes like color, style, fabric, and price - and how that shopping taste aligns with product assortments, our unique and powerful data sets help brands and retailers identify their best new customers.

How Targeting by Taste Works for Products:

Our models are informed by daily assortment feeds from thousands of retailers and brands. Our Taste Match Engine places only the best prospects into Product Taste Audiences. Whether your customer has a taste for high-priced handbags or mid-priced running shoes, we have the audience. As your business needs change, whether due to inventory changes, price reductions, or product promotions, you can rapidly find audiences for your needs.

Identify high-value customers most likely to purchase a specific product category from over 50 product segments including: Apparel, Footwear, Cosmetics, Accessories, and Home Goods.

What are On Sale Propensities?

The COVID disruption has created inventory overages that weren’t expected early in the year. PreciseTarget has created targeting audiences designed to use your clearance pricing to acquire your best long-term customers. In this unique data set, we’ve assembled audiences whose purchase history shows a preference for your on-sale assortment and whose spending history also matches your new pricing. Don’t just liquidate inventory – develop new relationships.

Our approach targets people whose tastes match the attributes of your products. We’ve profiled consumers in nearly every category and segmented them into on-sale audiences in over 50 Product Segments including: Apparel, Footwear, Cosmetics, Accessories, and Home Goods.

What are Gift Buying Propensities

PreciseTarget’s unique Gift Buying propensity scores combines our knowledge of nearly every U.S. consumers’ tastes with an unmatched demographic awareness of interpersonal relationships to help brands and retailers identify the types of products and brands that a consumer will buy when searching for gifts.  Market to your customers based on the tastes of their friends and families with PreciseTarget’s Gift Buying Taste Scores.

PreciseTarget’s Data Dictionary

Technical details about the datasets associated with PreciseTarget ConsumerInsights.

Download Data Dictionary

PreciseTarget's Q1 Brand Models

ConsumerInsights Terms of Use

You are aware of and agree to PreciseTarget’s Privacy Agreement.

PreciseTarget ConsumerInsights data and targeting tools are derived from our system’s algorithms which compute the tastes, preferences and buying propensities of consumers, and use that knowledge to help clients better reach customers who have affinities for the kinds of products they sell. When using PreciseTarget targeting features, your data is local to your system before you upload and pass data to PreciseTarget. Your data can be used to inform our engine, to compute affinities to your products, and to create targeted audiences for consumers who score highly for your products (via a “Pseudonymized Universal Identifier”). Without limiting any agreement between you and PreciseTarget, by passing PreciseTarget a Pseudonymized Universal Identifier, you agree to the following:

PreciseTarget will not give access to or information about the audiences you target, the custom segments you create, or any other information used to compose your data selection criteria to third parties or other advertisers, use your targeted audience to append to the information we have about our users or build interest-based profiles, or use your targeted audience except to provide services to you, unless we have your permission or are required to do so by law.

PreciseTarget may modify, suspend or terminate access to, or discontinue the availability of our targeting features at any time. You may discontinue your use of the PreciseTarget ConsumerInsights system at any time. You may delete your provided data from the PreciseTarget system by written request.

You may not use the PreciseTarget ConsumerInsights system unless you are a qualified advertiser that has been approved by PreciseTarget. If you are providing a Pseudonymized Universal Identifier on behalf of a third party, you may only use that third party’s own data to create targeted audiences on its behalf and may not augment or supplement that data with other data. You may not sell or transfer targeted audiences or authorize any third party to sell or transfer targeted audiences.

When you partner with PreciseTarget, which may include the exchange of data and information, you grant PreciseTarget a worldwide, royalty-free, non-exclusive, perpetual, irrevocable, transferable, sublicensable license to prepare derivative works (such as the PreciseTarget Taste Graph, customer-level taste profiles, customer-level taste segmentations, case studies, white papers, adaptations, summaries or other changes), communicate, publish, publicly perform, publicly display, and distribute this content in any manner, mode of delivery or media now known or developed in the future.

  • PreciseTarget performs its data sciences and develops its target data sets using only pseudonymized identities. The pseudonymized identities are generated and transferred to us by our identity clearinghouse partner, Neustar. PreciseTarget pseudonymized identities are kept in compliance with DAA and NAI by Neustar. PreciseTarget reserves the right to monitor or audit your compliance with these terms and to update these terms from time to time.
  • When using PreciseTarget ConsumerInsights, you represent and warrant that neither you nor any employee of your company will copy, decompile, modify, reverse engineer, or create derivative works out of any of the consumer data provided on the site, nor will you or any employee of your company attempt to resolve or reverse engineer the pseudonymized identifiers used in our consumer profiles.

PreciseTarget reserves the right to monitor or audit your compliance with these terms and to update these terms from time to time.

We will notify you before we make changes to this policy and give you the opportunity to review the revised policy before you choose to continue using our Products. To receive notifications of data policy changes, please send contact information (including contact name and email address) to notifications@precisetarget.com

 For all other questions, please fill out the form below and someone from our team will be in touch shortly.