Harnessing 3rd-party data to personalize the site experience for unknown visitors

Channel

Mobile Web, Web

Impacted Pages

Sitewide

Experience Type

Audience Segments

Implementation Effort

Medium
Who:

A large American retailer

Strategy:

In order to personalize experiences for unknown users, the retailer onboards 3rd-party data from Oracle BlueKai, giving them access to informative data, from gender and age, to average income and household info. This data is then being used to run personalized campaigns for first-time, anonymouse visitors.

Harnessing 3rd-party data to personalize the site experience for unknown visitors Harnessing 3rd-party data to personalize the site experience for unknown visitors
Hypothesis:

While the average website sees 97-98% of anonymous visitors, i.e. first-time visitors or unknown returning visitors, an enormous amount of data already exists about each web visitor. By tapping into anonymous third-party audience data from DMPs, brands can tailor experiences using thousands of demographic, psychographic and behavioral-based segments, allowing them to capitalize on a potentially missed opportunity.