Second-Party Data: Transparency and Choice for the Data Market
We’ve built a thriving second-party data marketplace, allowing marketers at retailers, brands and all company types to operate in a more transparent data economy with access to audience data that is more relevant and effective.
Second-party data is about complete data transparency. You choose your data sets and know exactly the audience you’re reaching.
ownerIQ enables Maytag and all Whirlpool brands to securely and transparently grant our retailers access to our own audience data to run co-branded ads. We have thousands of in-market shoppers coming to our own website but our products are primarily sold through a retail channel. That audience is a valuable asset and we invest greatly in getting them there. ownerIQ’s platform helps us maximize this valuable data asset, empowering retailers to use this data and drive more shoppers to their showrooms to buy Whirlpool products.”
ALEXANDRA SCHMITT ASSOCIATE BRAND MANAGER, SHOPPER MARKETING AT WHIRLPOOL
At BPN, our top objective is to provide our clients with strategic thinking and data-driven results to deliver effective integrated marketing campaigns. We believe in using the right partner to deliver the core consumer audience to achieve the brand's goals. ownerIQ’s second-party data platform had just what we were looking for when we sought out specialized audience data sets. For one client, ownerIQ’s premium auto data delivered an exceptionally impressive 85.69% video completion rate."
Alison Raynak Media Planner, Borders Perrin Norrander
Working with ownerIQ allows Cabela's to enable brands to reach shoppers with relevant, unobtrusive messaging. This helps us create the best possible experience for our shoppers by reaching them with products and services relevant to their interests.
Klint Andreas Director of E-commerce Merchandising, Cabela's
At Universal McCann, we’re result-driven at the core. We love that ownerIQ operates the same way. Our partnership allows us to seamlessly do what we do best: perform and drive meaningful results for our clients by using second-party data. An example of this is a top shipping and mailing services client recognized us a top performer for ROAS (return on ad spend) on the campaign, showing ownerIQ's ability to perform when it matters. I would recommend ownerIQ for other brand teams across the agency.
Lisa Cao Manager, Integrated Investment
In an industry where the phrase “data is king” is thrown around by everyone from thought leaders to entry level marketers, it does seem a bit ironic that the bulk of available targeting data is largely an unknown in composition and quality. At this moment in advertising, the quality of non-proprietary data is, simply put, bad and ineffective. In this sense, ownerIQ is a diamond in the rough. No matter what the client’s goal is, I know that the quality of their data will be a cornerstone of our strategy and a major contributor to providing results.
Sherveen Shingu Senior Manager, Display Strategy, Point It
Two non-competitive travel advertisers came to Xaxis looking to establish a controlled data sharing partnership. We quickly realized that there is a missing link needed to set up this type of a relationship. That link is a second-party data platform which gives advertisers an easy way to control and negotiate the terms of their arrangement.
JR Crosby Director, Strategy & Investment, Xaxis
First-party data is easy. You follow that guy from the website. But second-party is that extra spoke in the wheel. It opens up a lot more opportunity. It's a good awareness driver. It's just as relevant [if not more] as first- and third-party data. They complement each other very well.
Tim Trus Director of Search & Media, Rosetta
The ability to target the Toys “R” Us audience of parents was exactly what my brand needed to succeed in this campaign. We saw tremendous results after exposure, exceeding our ROI goal by more than 5x.
Tena Crock VP of EComm & Digital Marketing at Step2
We were looking for somebody to bring something different to the table in terms of the set of data that would add to what we were doing. That’s where ownerIQ came in, where they said, "We have these partnerships with retailers, and brands. We can get you on a new set of data that no one else really had." Overall, ownerIQ for at least a few clients has been one of our best performing partners.
Sean Corcoran SVP, Director of Digital Media & Social Influence at Mullen
Vendor Targeted Marketing from ownerIQ is something you can’t do with any SEO or Google adwords campaign, Yelp reviews, website takeover campaigns, website banner ads or the innumerable online campaigns touted by every radio, TV, newspaper and online media company in existence.
Richard Yagjian Executive Vice-President, WB Hunt Company, Inc. (Hunt's Photo & Video)
ownerIQ not only has massive amounts of exclusive second party shopper data, they also have extensive capabilities to measure online to offline sales. Their team was very consultative in helping us choose the right measurement partners and had a lot of expertise in how to set the campaign up for success. We look forward to working with them on multiple campaigns in the future.
Traci Rosen AMD, Horizon Media
A successful shopper marketing campaign drives results and combines online, in-store and offline marketing, this is exactly what ownerIQ helped us do for a well known Cottage Cheese brand. ownerIQ’s always-on campaign delivered strong sales outcomes for multiple retailers and CPG brand.
Greg Smith Director of Shopper Marketing, Partners + Napier