Consider a situation where a loyalty company exchanges data with different industry partners: finance, retail, travel, insurance; the possibilities are endless. These partners could then share data as well as run campaigns through the loyalty company’s website to reach an audience of customers. As a loyalty company delivering ads within their primary online property, pressure for better results, in this case, conversions, would be ongoing. What if this same organization would alter its business model of solely serving impressions, and instead pivot towards becoming a data cooperative that powers campaigns for its customers with purchase and behavioral signals?
If you’re using software such as Adobe marketing stack, IBM Campaign, and Interact, or UBX solutions, you can then technically qualify as a loyalty customer, whom we’ll now call a conductor. A conductor would be capable of defining a value chain of companies that would benefit from either sharing particular types of first-party data or related audience signals.
For example, a banking partner just indicated that Mr.X get approved for a mortgage (let us also assume there are a few hundred similar instances identified over the same week). There is immediately an audience signal for a chain of partners that a high-value audience segment is available for advertising opportunities. Partners such as insurance companies, security systems, and internet providers (just to name a few), can then automatically prepare to promote their relevant products to this audience segment. At this point, the companies that received a signal gain access to a shared audience segment where the frequency and apparent risks of customer ad fatigue are controlled by the conductor group using specific campaign logic automatically powered by one of the software mentioned above.
A banking partner company that sends the initial audience signal can in return receive additional first-party data or revenue sharing from the partners involved in the value chain. Interesting enough, the software used for the initial audience signal indirectly becomes a big data campaign enabler for the entire chain. This process would involve millions of profiles and real-time executions while powering the whole advertising initiative.