Data Monetization

Innovative Ways to Use Data For Holiday Marketing Campaigns

November 20, 2017  |   Julia Rieger

It’s no surprise that the holidays are a challenging time to earn the attention of consumers. What may not be as obvious is that you can use data to help you cut through the clutter and win shoppers’ all-important holiday dollars. Even though Black Friday is just around the corner, it’s never too late to employ new data-driven strategies to reach your holiday marketing campaign goals during the holiday season. Here are a few ideas:

Second-party data use case: Ziff Davis

Second-party data is just someone else’s first-party data. It has all the benefits of first-party data (cleanliness, accuracy, and shared characteristics with people who have already or are likely to convert), with the benefits of third-party data (you didn’t have to collect it and it can help you extend your reach).

Ziff Davis is the publisher of,,,,,,, and As such, they offer audience data derived from online and offline actions, including browsing, searching and shopping behaviors, content downloads and subscriptions, and other intent-rich online and offline cues. Ninety percent of their audience are regular tech gift-givers, 81% are self-gifting, and of their audience, 40-70% of gift budgets go towards tech purchases.

Holiday marketing campaign use case: a retailer with a time-sensitive deal on flat screen TVs could use Ziff Davis’s “Tech Deal Hunters” segment to reach potential buyers who have taken distinct shopping actions, like downloading coupons and clicking on merchant links, on Ziff Davis’s proprietary network of publishers.

Online behavioral data use case: ShareThis

Online behavioral data can help you target users who have demonstrated specific actions that indicate, among other things, a likeness to convert or interest in relevant material.

ShareThis provides audiences that are constructed from proprietary interest and intent data collected across three million publisher sites, capturing 18 billion events each month. This paints a real-time view of target customers, enabling advertisers to zero in on consumers most likely to engage, and in this case, those most likely to engage during the holiday season.

Holiday marketing campaign use case: An airline or hotel chain with promotions for the holiday season could use a segment like “Winter Holiday Travelers” to reach an audience of people who have shown intent to travel.

Modeled audiences use case: TruSignal

Sometimes your audience needs a bit of a boost. Audience modeling can help you expand your reach based on audiences that have already converted. If you can find more people who are like your existing customers, you might just find some new ones.

TruSignal’s purchase-based audiences are built using a sample of actual consumer transactions pulled from a purchase history database that covers billions of annual purchases. It then uses predictive scoring methodology to create unique audiences that find the top buyers.

Holiday marketing campaign use case: A retailer is looking to capitalize specifically on consumers in January after the holidays have passed and people are either making returns or searching for gifts for themselves. They can use TruSignal to identify likely late-holiday season/January apparel shoppers.

There are as many clever ways to make the most of data this holiday season and beyond. Do you have an idea, but aren’t sure if it’s feasible? We’re always happy to talk data and suggest customized holiday marketing campaign solutions tailored to your goals. Contact your account team today or reach out to our data team to get started.