Top

Is Second-Party Data Worth a Second Look?

Second-party data is nothing more than somebody else’s first-party data. It’s been popular as long as direct mailers have been purchasing subscription lists from magazines. So, while it’s hardly new, tech-based vendors are starting to expand the second-party execution model, making it more accessible for one-off campaigns. Think, for instance, of Home Depot accessing recent visitors on Whirlpool’s and GE’s websites to promote a big sale on appliances.

OwnerIQ’s Qniverse, for instance, is a platform that hooks up retailers with rentals of second-party data of more than 500 brands programmatically. Light years removed from the old model of renting a list from one manufacturer or an aggregated list of dated information, services such as Qniverse provide retailers with customer data from brand sites based on anonymous shopper data in real time. (It also works the other way, brokering retailer data to brands.)

Read More on Direct Marketing News