Royal Mail Insight Tool improves ad targeting

Royal Mail has licensed data from Ebay and launched the Insight Tool, an initiative that aims to help UK advertisers improve their targeting to the postcode areas most likely to buy their products.

The Insight Tool is said to provide access to more than 140 million UK transactions through the online auction site, giving advertisers and planners insight into the purchasing behaviour of postcode areas across the UK.

The data, which is anonymous and aggregated to a postcode level, provides purchase history, type of products bought, and levels of spend.

It is refreshed monthly to give continually updated access to the latest information on purchases around the UK.

The Royal Mail Insight Tool can provide breakdowns of spending habits regarding new or used purchases, peak purchasing periods, frequency and recency of purchase, age, gender, and the product brands purchased.

Categories provided through the service include: baby; car parts and vehicles; clothes, shoes and accessories; computing; consumer electronics; health and beauty; home and garden; mobile and home phones; sporting goods and video games, as well as over 200 subcategories.

It provides insight and audiences based on chosen variables of areas around the UK where certain product types are frequently being purchased, items sold and their average price.

It can also be used to isolate trends on seasonality, identify high and low spending regions over time, provide gender and age demographics via brand preference, as well as new and used product preference.

The tool is also linked to geo-demographic profile insight provided by Callcredit Information Group's Cameo classification, to add further depth to postcode-level profiling.

Based on this insight, campaign planners can identify other similar areas in the UK and deliver comparable audience demographics.

This information can then be overlaid with Royal Mail data, a brand's own customer database or a cold list, supplying access to a highly targeted base of prospects.

The Royal Mail Insight Tool was developed with Advanced Ecommerce Research Systems.

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