When data gets personal: how to anonymize data for behavioral insights
Marketers would be foolish not to maximize on the valuable insights found in the data available to them. The insurmountable amount of data created from Facebook, Amazon, Netflix and Google alone is astounding. The marketing industry knows this, and it has set out into this new uncharted territory to find the most relevant and applicable customer insights to drive campaigns with high ROI.
Marketers would be remiss to not take the steps and care needed to anonymize data. Creating a successful campaign targeting consumers based on their personal interests doesn’t mean you have to invade their privacy. As data-focused marketers, it’s more than just our job, it’s our obligation to anonymize the data behind the user.
Smart marketing isn’t about identifying who the user is, it’s about learning how these users are interacting with websites and their favorite brands online. Each interaction — each click, view, share and purchase — can be vital in the success of a campaign. For instance, we found that visitors to The New Yorker are 10 percent more likely to purchase items on Amazon than the general population. Going a step further, when comparing visitors of The New Yorker to visitors of CNN, HuffPost, The New York Times, and Washington Post, we found that this cohort is 92 percent more likely to purchase beauty and personal care products, as well as 269 percent more likely to purchase books on Amazon than visitors of the other publishers!
Insights like this can be a goldmine for marketers. This tells marketers working with, Esteé Lauder, for instance, that when choosing where to place their ads, The New Yorker would be a more effective target than say, CNN, since its readers are only 19 percent more likely to purchase beauty products on Amazon than the general population, or Washington Post readers, as they are only 29 percent more likely to purchase.
To pull insights like these though, marketers can’t rely on cookies as the solution. Marketers should instead rely on actual user behavioral data to better understand customers’ online interactions. A cookie couldn’t tell you the preferences of The New Yorker versus CNN readers. When all Personal Identifying Information (PII) is stripped, marketers are able to anonymously identify behavioral cohorts, providing a clear view of users’ online activity while maintaining a barrier, leaving trust with consumers intact.
Anonymizing data is as vital to the success of a marketing campaign as the insights gleaned. To learn more about how Jumpshot strips PII to get the cleanest, richest data in the market, please visit our data resources page, here.