What is Consumer Data? Examples, Datasets and Providers

Consumer Data Explained

How is Online Consumer Data Collected?

There are many different ways to collect consumer data online:

• First party data - This data is collected by a first-party when a consumer interacts with their website. It could be their personal details when they register for a site or their buying preferences when they complete a purchase.
• Third-party data - These are details that are collected by a third-party by accessing a consumer’s information across a whole host of sites. The third-party data provider then collates and aggregates this into a detailed consumer profile which can be sold on. Clickstream data comes into play here - you can track how a customer has ended up on your site, which is especially useful if they are a first time buyer. Was your advertising campaign a success? Did they come to your site through social media? Was it through key search terms? By answering these questions you can try this same technique to encourage even more customers to reach your site.

Sometimes information is taken from networking sites or (local) governments to analyze different consumers and make sense of their habits and behavioral choices.

What Attributes are Included in Consumer Data?

It is hard to define what exact information might appear in a consumer datatset. There are almost limitless details that are provided under the umbrella of consumer data. It spans from an individual’s very basic details, such as name, age, gender, location to more personal things like their shopping habits or online preferences.

Some datasets might tell you about a consumer’s family information or personal interests whereas others might focus on their financial information and purchase habits. It’s the wide scope of data available that means it is important to make sure that a data provider’s dataset meets your personal needs before buying.

What are the Types of Consumer Data?

Consumer data can be categorized into various types based on its source and nature. Here are the main categories of consumer data:

Audience Data

Audience data refers to information about the demographics, behaviors, and preferences of a specific audience. This type of data includes:

• Audience Targeting Data: Data used to identify and reach specific groups of consumers with tailored marketing efforts.
• Third-Party Audience Data: Audience data collected and aggregated by third-party providers from various sources.
• Digital Audience Data: Data on consumers’ online behaviors, preferences, and interactions.
• Gaming Audience Data: Information on consumers who engage in gaming, including preferences and behaviors.
• User Profiles Data: Detailed profiles of consumers, including demographic and behavioral data.
• Purchase Intent Data: Information indicating a consumer’s intention to buy a product or service.
• Bidstream Data: Data collected from ad exchanges during the bidding process for online ad space.
• Segmentation Data: Data used to divide a consumer base into distinct groups based on various criteria.

Consumer Behavior Data

Consumer behavior data provides insights into consumers’ actions, preferences, and attitudes. Here are some examples of consumer behavior data:

• Consumer Donation Data: Information on consumers’ charitable donations and giving behaviors.
• Interest Data: Data on consumers’ interests and hobbies.
• Consumer Sentiment Data: Insights into consumers’ opinions and feelings about brands, products, or services.
• Psychographic Data: Data on consumers’ lifestyle, values, attitudes, and personality traits.

Consumer Spending Data

Consumer spending data tracks consumers’ purchasing activities and financial behaviors. This type of data includes information on consumers’ spending habits and patterns, including what they purchase and how much they spend.

Consumer Travel History Data

Consumer travel history data provides details about consumers’ travel activities and preferences. This data includes details about consumers’ travel activities, destinations, and preferences.

Consumer Purchase Data

Consumer purchase data records the products and services consumers buy. This data includes information on consumers’ purchase history, including what, when, and where they buy.

Identity Data

Identity data helps link various identifiers to individual consumers. This data includes:

• Identity Graph Data: Comprehensive data linking various identifiers (like email, phone number) to a single consumer.
• Device Graph Data: Information linking consumers to the devices they use.
• Identity Linkage Data: Data connecting various online and offline identifiers to create a unified consumer profile.

What is Consumer Data used for?

Many different businesses and companies use consumer data. Companies use consumer profiles to target their advertising campaigns to those they appeal to.

Others use it to improve their response rates and increase their sales opportunities. This is also relevant further down the sales funnel. After a consumer has made a purchase, the company needs to ensure they remain a loyal customer. Consumer data is great for customer retention because it provides a deeper understanding of what deal-makers will make customers loyal to a brand or service.

The benefits of using consumer data are almost endless. If you pick the right dataset and apply it strategically to improve your consumer relations, it can massively increase your company’s profitability.

How can a user assess the quality of Consumer Data?

Due to wide amount of consumer data available the best consumer datasets will be tailored to your specific needs. Make sure to ask for a data sample before you buy to ensure that this is the case as there are many different types of consumer datasets out there. Lastly, always make sure to check the data provider’s reviews before you buy.