Data fuels automation and personalization. The key components include:
Identity resolution: Match digital actions to verified physical addresses to ensure every mail piece reaches the right individual or household.
Profile attributes: Incorporate loyalty status, purchase history and demographic data to refine targeting and tailor creative.
Behavioral signals: Track actions such as clicks, product views and abandoned carts (i.e., digital behaviors that reveal real-time intent).
Combined data: Partner with a data provider that can link online behaviors with household-level insights to uncover true intent and improve targeting precision.