A Marketer’s Guide to Email Data in Political Campaigns: Leveraging Email Activation for Success

By Mark Traverso, President & CEO, Lighthouse-Ameribase

Our email series “A Marketer’s Guide to Email Data” has investigated email’s role in identity resolution, its potential as an added revenue stream for agencies and vendors as well as its ability to drive ROI for brands. As we wrap up our series, we delve into email’s use in political campaigns.

Political campaigns are increasingly recognizing the value of email activation as a powerful tool for engagement, fundraising, and voter turn-out. Let’s explore why political organizations, candidates and fundraising groups should prioritize email to propel their campaigns, tapping into its unique advantages and capabilities.

Digging into Email's Presidential Past: How It Dug Up Success in Past Elections

In recent years, political campaigns have increasingly turned to email activation as a central component of their strategies. This shift reflects a growing recognition of the unique benefits that email offers in engaging with supporters, mobilizing voters, and driving fundraising efforts. 

One notable example is President Obama's groundbreaking use of email in his 2008 and 2012 campaigns. In 2008, it’s believed that President Obama captured over 13.7 million unique emails for his targeted list, a number that likely grew substantially in the lead-up to his 2012 re-election bid. The efficacy of email in fundraising was evident, as the majority of the $690 million raised online during Obama's campaign was driven by fundraising emails.

Hillary Clinton's 2016 campaign capitalized on the power of email activation, with email playing a significant role in persuasion and fundraising efforts. In fact, 59% of respondents who reported donating to Clinton's campaign cited email as a persuasive factor. 

Exploring Email’s Rising Popularity Among Voters & Campaigns

Email activation offers a multitude of compelling benefits for political campaigns. Firstly, compliance with regulations such as CAN-SPAM is paramount for maintaining trust and credibility with the audience. Notably, fundraising and political campaigns often enjoy exemptions from anti-spam regulations, providing a clear pathway for legitimate email communication. Moreover, email marketing operates on a 100% opt-in model, ensuring that recipients have voluntarily subscribed to receive campaign communications. This fosters a more receptive audience poised for engagement, laying a strong foundation for effective outreach efforts.

Furthermore, email empowers campaigns with precise control over the reach and frequency of communications. This strategic control maximizes impact without overwhelming recipients, enhancing the effectiveness of campaign messaging. Additionally, email seamlessly integrates with various marketing channels, including direct mail, SMS, digital/display, CTV, and mobile, enabling a cohesive and comprehensive campaign strategy and amplifying the overall impact of outreach efforts.

In terms of efficiency and cost-effectiveness, email activation outperforms traditional methods such as direct mail. It enables campaigns to reach a broader audience with fewer resources, optimizing the allocation of campaign resources. Moreover, the inherent nature of email significantly reduces the risk of fraudulent activity, safeguarding campaign resources and ensuring optimal utilization.

Studies consistently highlight that consumers and voters prefer email communication for its convenience, personalization, and relevance. This preference underscores the effectiveness of email as a dynamic tool for engaging and persuading voters. Additionally, the versatility of email extends to its ability to deliver various content formats, including video ads, further enhancing its impact. Emails possess a unique capability for sharing among supporters, amplifying campaign messaging, and ensuring longevity by enabling recipients to save messages for future reference.

What Campaigns Need to Whip Up for Success in 2024

To effectively leverage email activation in the 2024 Presidential election, it's crucial to begin by building or acquiring a quality email database comprising supporters, donors, volunteers, and stakeholders. Segmentation and personalization based on demographics, interests, and engagement levels ensure that content resonates with different audience segments.

As AdWeek noted in the aftermath of the 2020 election: “Early list-building (and compliant list sharing with partisan allies) will be critical in future elections. In this election campaign, Trump’s team apparently didn’t bother to set up an email funnel for those who signed up but didn’t donate, preferring instead to focus entirely on those who had already donated. This was probably an unintentional error or oversight.”

Compelling content, accompanied by clear calls to action, is essential for driving desired outcomes such as donations, volunteering, event attendance, or sharing campaign updates. Continuous testing and iteration of email campaign elements enable optimization of performance and engagement levels.

The effectiveness of email activation in political campaigns also hinges significantly on the choice of ESP and the quality of email data utilized. A case in point is the Trump campaign's experience in 2016, which serves as a cautionary tale highlighting the importance of these factors. According to email tracking firm Return Path, the inaugural fundraising email sent by the Trump campaign encountered significant hurdles. This email had a high spam rate and an alarmingly low open rate, with nearly 60% of emails failing to reach inboxes and being automatically directed to recipients’ spam folders. Return Path's analysis revealed that only 12% of recipients actually opened the email, while 6% deleted it without reading it. 

This example underscores the significance of working with reputable ESPs and maintaining high-quality email data to maximize effectiveness. At Lighthouse-Ameribase, we offer our own high-volume ESP designed specifically for large-scale acquisition email and our email data typically sees a 97% deliverability rate. We've enabled previous clients to achieve an 11.55% average click-through rate.

So which candidate will prove the most effective in their campaigns in 2024? By harnessing the power of email activation effectively, political campaigns can establish meaningful connections with voters, drive engagement and spark action. With its unique advantages in reach, targeting, efficiency, and effectiveness, email remains a key channel in modern political campaigning.

To learn more about how Lighthouse-Ameribase can help you achieve your campaign goals, either get in touch or learn more about our political segments >

A Marketer’s Guide to Email Data: Better Targeting Means Higher ROI for Brands

By Mark Traverso, President & CEO, Lighthouse-Ameribase

Over the past month, we've delved into the myriad benefits of email data, from its pivotal role in identity resolution to its potential as an added revenue stream for agencies and vendors. Now, we turn our attention to uncovering email's advantages for brands.

With competition for consumer attention intense, marketers are constantly exploring innovative strategies to effectively reach and engage their target audience. Among the plethora of marketing channels available, email remains a steadfast choice, offering unparalleled reach, personalization, and effectiveness. To fully harness the potential of email marketing, brands must ensure access to high-quality email marketing data and choose the right partner to activate it efficiently.

There's Gold in Them Thar Inboxes

Email activation presents a compelling opportunity for brands looking to enhance their marketing campaigns and drive higher returns on investment (ROI). At a recent marketing conference, there was some surprising pushback from certain agencies when I suggested integrating email activation with other digital channels like display and CTV. Many responded that while their clients engage in email marketing, it's something they prefer not to touch at this time.

If brands are engaging in any form of digital marketing, whether it's email activation, retargeting, or prospecting, it's imperative they incorporate email activation into their strategy. In fact, email activation should be a non-negotiable inclusion in all digital campaign budgets. For over two decades, marketers have championed the concepts of multichannel and integrated marketing. When crafting digital budgets, brands should start from ground zero and build upwards, ensuring email activation is at the forefront. The addition of email not only enhances the efficacy of any digital campaign but also grants brands better control over frequency and reach. Moreover, email activation has the potential to reach segments of the audience that may be inaccessible through other channels, further amplifying the campaign's impact.

With minimal overhead costs and the ability to reach a large audience at scale, brands can achieve impressive results without breaking the bank. Figures differ by source but most studies agree that email marketing can achieve an ROI of $36 to $44 per $1 spent. 

What’s more, by leveraging comprehensive email data, marketers can segment their audience based on demographics, behavior, and interests, enabling them to tailor their messages for maximum impact. This level of precision targeting not only increases engagement but also boosts conversion rates and fosters stronger customer relationships. The DMA agrees, with a report showing that 77% of email ROI comes from segmented, targeted and triggered campaigns. 

Other signals may fall away but email is here to stay

For brands who are looking to future-proof their marketing efforts, investing in email could well be the safest bet. In an era of increasing privacy concerns and regulatory scrutiny, signal obfuscation has become a prevalent challenge for marketers. With restrictions on the use of cookies, MAIDs, and potentially soon IP addresses, brands are facing limitations in tracking and targeting their audience across digital channels. 

Email, on the other hand, remains a resilient and reliable source of customer data, unaffected by these privacy constraints. By focusing on email activation, brands can bypass the hurdles of signal obfuscation and maintain direct communication with their audience, ensuring the longevity and effectiveness of their marketing efforts in an ever-evolving landscape.

Unearthing the Perfect Email Partner

Of course, realizing the full benefits of email marketing hinges on partnering with the right email provider. And there are several critical factors that brands must consider and some key questions they should be asking of their future email provider.

Firstly, brands should prioritize partnering with a provider that boasts a solid reputation and extensive experience within the industry. It is essential to choose a provider with a proven track record of delivering high-quality email data and driving successful marketing campaigns for clients. Lighthouse-Ameribase is a 30 year young data provider and we’ve helped numerous brands with their email activation efforts. We've enabled previous clients to achieve a 130% increase in conversions and an 11.55% average click-through rate.

Email deliverability is a crucial aspect that brands must consider. It is imperative to select a data provider that prioritizes deliverability and maintains high sender reputation scores. This ensures that emails are successfully delivered to recipients' inboxes, minimizing the risk of ending up in spam folders. At Lighthouse-Ameribase, our email data typically sees a 97% deliverability rate. While other providers can take several days for large deployments, we have high capacity and bandwidth and currently push 75,000,000  emails a month for one of our clients.

An all-in-one solution offered by the email data provider simplifies the process and ensures seamless integration. Opting for a provider that offers email data acquisition, segmentation, activation, and analytics all within a single platform streamlines operations and enhances efficiency.

At Lighthouse-Ameribase, we go a step further by offering our own Email Service Provider (ESP) designed specifically for acquisition email. Our ESP is focused on acquiring new customers, giving you the ability to email contacts who are not currently opted into your CRM system, perfect for optimizing your lead generation efforts. With our comprehensive ESP, all of a brand's email requirements are seamlessly addressed in one place, offering marketers unmatched convenience and peace of mind.

Email activation is a powerful tool for brands seeking to maximize ROI and drive meaningful engagement with their audience. By partnering with a reputable email data provider and considering critical factors such as reputation, deliverability, and deployment options, brands can unlock the full potential of email marketing and achieve sustainable growth in today's competitive landscape.

Learn more about Lighthouse-Ameribase’s email offering >

A Marketer’s Guide to Email Data: Unlocking Revenue Potential Via Email Activation

By Mark Traverso, President & CEO, Lighthouse-Ameribase

As part of a new blog series, we’ve been focusing on the use cases for email data and the opportunities it can offer marketers. Last week we explored how email data can be leveraged for identity linkage in an era of cookie deprecation and this week we’re honing in on email’s potential for an additional revenue stream.

With media costs high and clients’ demand for tangible results growing ever louder, agencies and vendors are constantly seeking innovative solutions to enhance their offerings and boost revenue streams. One often overlooked but highly effective tool is email activation or acquisition email. Email activation refers to acquisition campaigns that leverage third-party email data and are run via an ESP which is designed for high-volume campaigns.

If you're in the business of activating audiences on behalf of clients or selling digital or programmatic services, neglecting email activation means missing out on significant revenue opportunities. In this blog post, we'll delve into why product and sales leads should seriously consider integrating email activation as an add-on product for substantial extra revenue.

Reconsidering Email

About 15 years ago Lighthouse-Ameribase was exhibiting at a DMA show meeting with our selling partners and trying to help them understand why they should be offering email services. Their response was "nah...email scares us". 

Why is it that so many agencies and vendors are hesitant to integrate email activation into their campaigns? While many companies are comfortable emailing their own CRM database, they hesitate when running acquisition campaigns. Maybe they don’t realize that with the right ESP that’s been designed for acquisition and the right third-party data, email is very affordable and trackable. In fact, email activation offers a robust and proven channel for engaging audiences and driving conversions.  Email solutions have evolved significantly over the years and have emerged as a trusted staple for many brands.

With the deprecation of cookies and the ongoing implementation of privacy protection initiatives aimed at further anonymizing web users, the digital marketing landscape is undergoing a significant transformation. In this context, email emerges as the most reliable channel for reaching and engaging with the right audience. Unlike other forms of targeting that rely heavily on tracking technologies, email marketing allows for direct, permission-based communication with individuals who have opted in to receive messages. As agencies and vendors navigate these evolving privacy challenges, integrating email into their strategies becomes not just a smart business move but a necessity for maintaining effective communication with target audiences.

Enhancing Response Rates

While some digital advertising formats may evoke an emotional response, email marketing stands out as a powerful tool for persuading recipients to take tangible actions, optimizing campaign performance overall and conversion rates. Whether it's direct mail, digital advertising, or Digital out-of-Home (Dooh), integrating email activation into the mix can significantly improve campaign performance. 

For example, in the past we’ve helped clients to achieve a 130% increase in conversions and an 11.55% average click-through rate. What’s more, thanks to our in-house ESP which is specifically designed for high-volume email campaigns, we see on average a 97% deliverability rate. By harnessing the power of email linkage and activation, agencies and vendors can ensure that their clients' marketing efforts yield optimal results and drive tangible outcomes.

Learn more about our email activation offering >

Maximizing Revenue Streams

If you’re not yet offering email to your clients, you should be wondering how this is affecting your bottom line. With media costs reaching unprecedented heights, the omission of email activation from your portfolio could be costing you more than you realize.

Email activation represents a lucrative opportunity for agencies and vendors to unlock new revenue streams, enhance campaign performance, and deliver integrated marketing solutions to clients. By offering email activation services, agencies and the sales team can tap into additional income streams and earn more commissions. This not only diversifies revenue but also strengthens client relationships by providing comprehensive solutions tailored to their needs.

To learn more about how Lighthouse-Ameribase could help add email activation to your product list, get in touch. Our data is 100% privacy-compliant and we have a strict double opt-in policy to receive third-party offers.

Stay tuned for our next blog post on Email for Brands: Better Targeting Means Higher ROI or check out our previous post on Email for Linkage in the Era of Cookie Deprecation.

A Marketer’s Guide to Email Data: Leveraging Email Data for Linkage in the Era of Cookie Deprecation

By Mark Traverso, President & CEO, Lighthouse-Ameribase

Over the next few weeks we’ll be highlighting the use cases for email data. From identity resolution, to retargeting from other digital channels, to an additional revenue stream, the possibilities for email data are greater than ever. Here we explore the use of email data for linkage, particularly in the era of cookie deprecation.

The demise of third-party cookies in Google Chrome has sent ripples through the industry. Whilst their use has been debated for years, there is no denying that cookies have long enabled targeting, optimization and measurement of marketing campaigns. As brands and marketers seek new ways to connect with their audiences, the importance of email data for linkage has never been more evident.

Email for identity resolution

One of the key reasons for the importance of email data is its role in identity resolution. As cookies fade away, email addresses offer a reliable way to link customer interactions across different devices and platforms. This linkage is essential for brands to understand customer behavior holistically and deliver personalized marketing experiences.

As the industry prepares for the demise of cookies, a myriad of identity solutions are emerging, with many leveraging email data as a cornerstone for accurate customer linkage. Universal IDs like UID2.0, from The Trade Desk and ATS from LiveRamp, exemplify this trend by harnessing deterministic HEM data to facilitate seamless identification across digital channels. Unlike probabilistic signals such as IP addresses, which can yield uncertain matches, deterministic signals derived from email data offer unparalleled precision in linking individuals to their digital identities.

It’s of course important to remember that while deterministic linkage offers high accuracy, one reason marketers sometimes opt for probabilistic methods is the issue of scale. Email data linkage requires a substantial volume of data to be effective, as it relies on matching email addresses to unique individuals across digital platforms. At Lighthouse-Ameribase we offer an excellent level of scale with 11,299,337,782 HEM-MAID links and 5,581,997,957 HEM-IP links over 30 days. 

Learn more about our HEM to MAID linkage > 

Learn more about our HEM to IP linkage >

In this way marketers are able to achieve accurate and reliable customer linkage at scale, ensuring that their marketing efforts reach the right audience effectively.

Email for privacy-conscious marketers

It’s also worth remembering the reason why Google chose to deprecate cookies in the first place and why Safari and Firefox removed them by default years ago: privacy. Unlike third-party cookies, which depend on tracking user behavior across the web, opted-in email data is willingly shared by customers, making it a more reliable and privacy-conscious way to target and engage with audiences.

The deprecation of cookies in Chrome has underscored the importance of email data for linkage in the digital marketing landscape. Brands that prioritize accurate full-text and hashed email data will be better equipped to navigate the challenges of a cookie-less world and continue to effectively engage with their audiences. To learn more about how Lighthouse-Ameribase could help you prepare for the cookieless world with our email linkage data, get in touch.

Stay tuned for our next blog posts on Email for Brands: Better Targeting Means Higher ROI as well as Email for Product Leads: Leveraging Email as an Additional Revenue Stream.

“It’s the data, stupid!” - Demystifying Audience Segmentation

If you're diving into the world of third-party data for your marketing campaigns, chances are you've dipped your toes into audience segmentation. But it's more than just checking a few boxes on Facebook. Audience segmentation is like peeling an onion - there are layers upon layers to consider. 

As a 30-year young data provider, we've refined our techniques, integrating intent and behavioral signals, advanced data clustering, data science methodologies, and custom audiences. Read on as we dive headfirst into the world of audience segmentation and uncover the secrets to success that will supercharge your marketing campaigns. 

Unveiling Intent and Behavioral Signals: The Power of Insights

In modern marketing, intent and behavioral signals serve as invaluable compasses, guiding us towards understanding our audience's true desires and preferences. Intent signals provide crucial insights into the immediate needs and intentions of potential customers, allowing us to tailor our messaging and offerings with precision. Whether it's a search query for a specific product or service, engagement with particular content, or interactions on social media indicating purchase readiness, intent signals unveil the hidden motivations driving consumer actions. 

Complementing these, attention data as well as content and behavioral signals offer a panoramic view of audience behavior over time. By analyzing patterns in online activities, such as browsing history, content consumption habits, as well as attention and engagement levels, we gain a comprehensive understanding of consumer preferences and tendencies. Together, attention data, intent and behavioral signals empower marketers to anticipate customer needs, deliver personalized experiences, and ultimately drive conversion at every touchpoint along the customer journey.

Moreover, with the advent of generative AI technologies, the fusion of accurate intent and behavioral signals reaches unprecedented levels of sophistication. By integrating generative AI capabilities, marketers can unlock new dimensions of creativity and relevance in their campaigns. Imagine delivering hyper-personalized ads that resonate deeply with each customer's unique preferences, seamlessly blending the insights gleaned from intent signals with the nuanced understanding derived from behavioral data. As we continue to harness the power of generative AI alongside intent and behavioral signals, the possibilities for enhancing the effectiveness of marketing campaigns are limitless. However, it's crucial to emphasize that the accuracy of the data is paramount. The success of generative AI technologies hinges on the quality and precision of the input data. In other words, garbage in, garbage out!

Harnessing the Power of Data Clustering and Data Science Begins with Data Accuracy

Data clustering and advanced data science methodologies such as machine learning play a pivotal role in audience creation and segmentation. By employing sophisticated algorithms, we can identify intricate patterns and associations within vast datasets, uncovering hidden correlations and insights that go beyond surface-level demographics. For instance, through data clustering techniques, we can identify clusters of individuals who exhibit similar behaviors, interests, and attitudes towards specific topics or issues. Take, for example, the audience concerned about climate change. By analyzing a myriad of data points, including online behavior, social media interactions, and political affiliations, data science can reveal that individuals who are passionate about climate change often align with certain political ideologies, such as liberal voters. 

This is supported by a recent Pew Research Center survey conducted in 2023 which revealed a significant trend over the past decade, wherein Democrats' concern about climate change as a major threat to the U.S. surged from 58% to 78%. In contrast, only 23% of Republicans expressed similar levels of concern, a figure that has seen minimal change. This data underscores a widening partisan divide regarding perceptions on climate change.

Age also emerges as a significant factor that can further enhance audience segmentation strategies. Recent research by the Pew Research Center highlights the importance of considering age in audience segmentation, particularly concerning pressing political issues such as climate change. Their findings reveal that climate change holds greater significance as a political issue for young voters. This insight not only emphasizes the nuanced perspectives within diverse voter groups but also reinforces the relevance of age in shaping attitudes and behaviors towards specific societal issues. By incorporating age into data clustering and segmentation analyses, marketers gain deeper insights into audience preferences and priorities, enabling more targeted and impactful messaging strategies tailored to the unique perspectives of different age groups.

The integration of such evidence into data clustering methodologies not only enriches our understanding of audience segments but also enables marketers to craft targeted messaging strategies that resonate with specific ideological inclinations and beliefs.

Another effective option for audience creation is geofencing, a method that establishes virtual boundaries around physical locations to target specific audiences based on their real-world movements. A common example of geofencing is utilized by car dealerships seeking leads by targeting individuals in close proximity to their showroom. However, we've recently developed a comprehensive suite of audiences known as "airport adjacent." This innovative approach holds particular relevance, especially for class action lawyers seeking individuals affected by health or noise-related and respiratory issues. By targeting residents living in close proximity to airports, lawyers can efficiently identify potential plaintiffs for their lawsuits. Geofencing offers a strategic advantage in reaching specific demographics, enabling precise audience targeting based on location-based criteria.

As per intent and behavioral signals, using accurate data is key in machine learning and data clustering. Whether it's for precise audience targeting, robust measurement metrics, insightful analytics, or establishing meaningful linkages, accurate data serves as the foundation for success. We’ve recently launched a suite of audiences with our data validator partner Truthset which prioritizes data quality above all. Learn more >

Crafting Custom Audiences With Quality Data

Custom audiences represent a sophisticated approach in refining targeting strategies, allowing marketers to tailor their messaging to highly specific segments based on a diverse array of criteria. A tailored audience transcends traditional demographics, incorporating a blend of accurate behavioral, psychographic, and contextual data to create finely tuned segments that resonate deeply with their unique characteristics and preferences.

In today's digital age, where online behavior provides valuable insights into consumer preferences and interests, leveraging browsing data offers a strategic advantage in audience segmentation and targeting.

The integration of browsing data with other contextual information, such as demographic and geographic data, enables marketers to create even more nuanced custom audiences. For instance, combining browsing activity with location data can help identify individuals who frequent fitness facilities or participate in outdoor activities, further refining audience targeting and messaging strategies.

As consumers continue to embrace digital channels for research, entertainment, and commerce, the creation of custom audiences based on browsing activity presents a compelling opportunity for marketers to reach and engage with their target audience effectively. Marketers can deliver personalized experiences that resonate with consumers' interests and preferences, driving engagement, loyalty, and ultimately, conversions.

If you're eager to delve deeper into the myriad of possibilities for crafting your ideal audience, why not get in touch with us? Whether you're seeking to refine your targeting strategies, explore new audience segments, or optimize your campaign performance, we're here to assist you every step of the way.

RampUp 2024: New Partnership Opportunities in the Year of Cookieless

By Mark Traverso

First of all, let me say a huge thanks to the LiveRamp team for a great event and for providing such a fantastic opportunity to meet current and prospective partners. RampUp is always a key date in our calendar but this year proved even more special.

With 2024 finally looking like it’s going to be the year that cookies go away, it’s not surprising that this year’s RampUp was buzzing even more than usual. Clearly the industry is looking for a replacement to the giant chasm that the deprecation of third-party cookies will leave. And many of those companies were clamoring to speak with Lighthouse List-Ameribase.

The lead up to the conference already looked promising with 19 meetings scheduled even before we touched down in San Francisco. The buzz continued while we were there, with more companies approaching us to discuss our data. What solutions were they most interested in? Email activation, deployment and retargeting; direct mail datasets; business audiences; political audiences; custom audiences; and of course our raw data signals.

Why Raw Data in 2024?

With cookies becoming increasingly obsolete, marketers are seeking alternative solutions that are not reliant on browser-based tracking. Our raw data opted-in signals, available at scale, including full text emails, HEMs, MAIDs, IP addresses and other IDs as needed, provide a more comprehensive and persistent view of consumer behavior, spanning across devices and platforms, thereby enabling more accurate audience targeting, measurement & analytics.

It was the identity and linkage capabilities of our raw data signals, allowing marketers to create comprehensive customer profiles and deliver personalized experiences across various channels and devices, that companies were so interested in at RampUp 2024. After all, by leveraging full-text emails, HEMs, MAIDs, and IPs, marketers can establish robust identity graphs and connect with consumers in a meaningful and privacy-conscious manner.

Learn more about our IP to HEM pairings >

Learn more about our MAID to HEM pairings >

Our syndicated and custom audiences continue to be a hit with all marketplaces, agencies and brands. 

We just launched our Truthset Best Matched audiences during RampUp 2024, which includes hundreds of data segments, ranging from household behavior and demographic audiences to key interest segments such as CPG, CTV-enabled, Fair Lending, Cruise, and Credit Card audiences. As Chip Russo, President and Chief Revenue Officer, at Truthset explained, “we are excited to see Lighthouse-Ameribase pushing for increased accuracy in the data ecosystem. Lighthouse-Ameribase has been a part of the Truthset Data Collective for over three years and has consistently shown exceptional levels of data accuracy. These new audiences are leveraging some of the highest Truthset scores for HEMs across hundreds of segments. They are sure to drive significantly increased performance.”

Partnering with Lighthouse List-Ameribase

Lighthouse List-Ameribase is always open to new data partnerships. RampUp 2024 resulted in no less than four NDAs with data evaluation agreements.  

If you're looking for unmatched quality, extensive reach, and a vast array of audiences, Lighthouse List-Ameribase should be your agency of choice. Having worked for 30 years in data across all channels, we know how key accuracy and scale is for our clients. We fully support your omnichannel marketing efforts, supplying data for direct mail, email campaigns, and various digital channels such as CTV, digital audio, gaming and syndicated audiences. 

Lighthouse List-Ameribase, for example, regularly has its data verified by independent data evaluator, Truthset. In a recent study, our demographic and household behavior data was characterized as “exceptional”.  Moreover, we proudly hold the top position among 20 leading data providers, as recognized by Truthset, for HEM to postal address matching.

Don’t wait until RampUp 2025 to speak to us about your data needs. Reach out to us today to see how we can help you achieve your goals.

Lighthouse-Ameribase Introduces Truthset Best Matched Segments, Prioritizing Data Accuracy and Quality

Lighthouse-Ameribase, the boutique data company that provides quick, custom segments with great accuracy and 2 to 3 times the scale, is proud to announce the launch of hundreds of Truthset Best Matched data segments. This partnership underscores Lighthouse-Ameribase's steadfast commitment to precision and accuracy and to delivering data solutions tailored to meet marketers’ evolving needs.

Ranging from household behavior and demographic audiences to key interest segments such as CPG, CTV-enabled, Fair Lending, Cruise, Credit Card and political audiences and many more, this new suite of data segments is ideal for marketers who prize data quality. Each segment has been meticulously crafted to ensure utmost accuracy, and compliance with industry standards.

Why is accuracy so important in marketing data?

Accuracy is paramount in audience data as it ensures that marketing efforts are targeted towards the right individuals or groups who are most likely to engage with the message or offer. 

Targeting inaccuracies lead to messages being delivered to the wrong audience segments, resulting in low engagement rates and poor campaign performance. Subsequently, this can lead to wasted resources, with marketing budgets spent on reaching uninterested or irrelevant audiences. Moreover, irrelevant messaging can damage brand reputation and trust among consumers, as recipients may perceive the communication as spam or intrusive.

Precisely defined audience segments increase the relevance of marketing communications, leading to higher engagement and conversion rates. 

Why choose Lighthouse-Ameribase for data quality?

Lighthouse-Ameribase is widely recognized for its impressive combination of scale and data quality, having been rated exceptional for data accuracy by Truthset when compared to 20 other data providers and up to 51% more accurate. 

“These new audiences are leveraging some of the highest Truthset scores for HEMs across hundreds of segments.”

— Chip Russo, President & Chief Revenue Officer, Truthset

"At Lighthouse-Ameribase, we understand the critical importance of reliable data in driving business success. Having worked for 30 years in data across all channels, accuracy is key for both targeting and measurement," said Mark Traverso, President/CEO at Lighthouse-Ameribase. "Through our partnership with Truthset, we are excited to introduce these new segments that prioritize data accuracy above all else, empowering businesses to make informed decisions and achieve their marketing objectives."

“We are excited to see Lighthouse-Ameribase pushing for increased accuracy in the data ecosystem,” said Chip Russo, President and Chief Revenue Officer, at Truthset. “LIghthouse-Ameribase has been a part of the Truthset Data Collective for over three years and has consistently shown exceptional levels of data accuracy. These new audiences are leveraging some of the highest Truthset scores for HEMs across hundreds of segments. They are sure to drive significantly increased performance.”

The Truthset Best Matched segments mark a significant advancement in providing precise and reliable data for targeted marketing campaigns. With hundreds of new segments now available, marketers can access a wealth of audiences to enhance their targeting strategies and maximize the effectiveness of their campaigns.

Using these new data segments is easy. Lighthouse-Ameribase’s Truthset Best Matched segments can be delivered to any digital platform or marketers can get in touch to discuss their specific data needs as well as custom segments, syndicated audiences andprivate licensing.

The Power of Data: Unveiling the Pawsitive Connection

The Surprising Link Between Health Insurance & Pets

By Mark Traverso

Pet ownership in the United States has reached unprecedented levels, with a whopping 66% of households proudly calling themselves pet parents in 2023. This surge, as reported by Forbes, not only reflects a cultural shift but also an economic one, with pet-related spending skyrocketing to $136.8 billion in 2022. In our new blog series “The Power of Data”, we unravel an unexpected correlation between two seemingly unrelated aspects of household expenditure: pet-related spending and health insurance.

As of 2023, a staggering 86.9 million homes in the U.S. have opened their doors to pets, marking a substantial increase from 56% in 1988. Dogs reign supreme as the most beloved companions, with 65.1 million households boasting canine family members. Cats and freshwater fish follow closely behind in the hierarchy of popular pets.

The financial commitment to our furry friends is no small matter. Pet-related spending has witnessed a robust 10.68% increase from 2021 to 2022, reaching a staggering $136.8 billion. Delving deeper into this trend, it becomes evident that pet owners, spanning across generations, are investing significantly in the well-being and happiness of their beloved companions. A notable statistic emerges, with dog owners leading the pack, spending an average of $730 annually on their furry friends.

Connecting the Dots: Health Expenditures and Pet-Related Spending

Intrigued by this surge in pet-related spending, we conducted a comprehensive analysis of household expenditures in the U.S. Our findings unveiled a surprising correlation between health expenditures and increased spending on pet-related items. Health emerged as the category most tightly intertwined with pet-related spending, outpacing housing, retail, travel, and even children's expenses.

Digging even deeper, we found a fascinating trend among households with higher health insurance expenditures. These households not only displayed an increased tendency to invest in their own health and well-being but also showcased a parallel inclination towards heightened spending on pet-related expenses.

Unlocking the Marketing Potential: Targeting the Super Spenders

For marketers seeking to tap into the lucrative market of super spenders, the correlation between health insurance and pet-related spending unveils an untapped avenue. By targeting individuals who are already inclined to invest significantly in their health, there is a unique opportunity to capture their attention and align your marketing efforts with their passion for their pets.

As pet ownership continues to rise and pet-related spending reaches new heights, marketers can leverage this insight to create targeted campaigns that resonate with a specific demographic. The strange correlation between health insurance and pets may just be the marketing breakthrough you've been searching for! 

Interested in learning more about “The Power of Data” at Lighthouse List? Check out our services or speak to us today.

Lighthouse-Ameribase launches new CTV-enabled CPG segments

Custom CTV-verified CPG buyers spanning 600 products & brands with coverage on 24 retail stores

Lighthouse-Ameribase is pleased to announce the launch of a suite of new audiences, made up of CTV-verified CPG buyers, spanning 600 products & brands with coverage on 24 retail stores. 

These audiences are based on real shopping cart receipts and cover categories such as Baby & Toddler, Beauty & Self-Care, Clothes, Shoes & Fashion, Electronics & Appliances, Food Supplies, Home & Cleaning Essentials & Pets. Retail stores include Albertsons, Costco, Target, Walmart & Whole Foods.

Why CTV for CPG advertising?

Although linear TV has traditionally been the favored channel of CPG marketers, fewer ad dollars are recently being spent by CPG manufacturers on the channel. For example, a report from iSpot.tv revealed that CPG manufacturers, excluding alcohol brands, invested approximately $4.6 billion in national linear TV ads from January 1 to August 31 2021. This represents a 6.1% decrease compared to the corresponding period in 2020.

Those ad dollars are shifting to digital channels, particularly to CTV. Why CTV? CTV allows CPG marketers to deliver their messages directly to viewers who are actively engaged in streaming content, providing a more captive audience compared to traditional television. With the growing trend of cord-cutting and the rise of streaming platforms, CTV offers a dynamic and measurable way for CPG brands to connect with consumers in a digital landscape. 

Additionally, CTV advertising provides opportunities for precise targeting, data-driven insights, and the flexibility to adapt campaigns in real-time, ensuring optimal performance and a higher return on investment. In fact, according to Innovid data, CTV comprised 52% of total video ad impressions for CPG ads in 2021.

Scale & Accuracy Combined

Lighthouse-Ameribase is widely recognized for its impressive combination of scale and data quality, earning the prestigious title of a gold medalist in data accuracy from independent data validator, Truthset. In the latest data study, Lighthouse-Ameribase's data was deemed exceptional, showcasing our proficiency in accurately linking online signals, such as HEMs, to offline PII.

Learn more about our CTV-enabled CPG segments >

Using our data segments is easy. Our CTV-enabled CPG segments can be delivered to your favorite digital platform or you can get in touch to discuss your specific data needs and private licensing.

Lighthouse-Ameribase selected to manage 123Push Email & Postal Database with hundreds of B2B & consumer segments

Lighthouse-Ameribase is pleased to announce it has partnered with 123Push on their email and postal solution offerings. This partnership signifies the collective commitment to delivering accurate, high-quality postal and email consumer and business data for brands, agencies and other direct mail marketers seeking proven responder data segments.

Why was Lighthouse-Ameribase chosen?

Data-driven marketing solution, 123Push, features a self-owned specialized ESP, ensuring email campaigns are optimized and guaranteeing high levels of deliverability. 

With over 25 years of experience, Lighthouse-Ameribase brings a wealth of knowledge in list management and postal services. Their expertise offers clients robust solutions for direct mail campaigns, ensuring precise targeting and maximum ROI.

Lighthouse-Ameribase is renowned for its data quality, having already been named a gold medalist of data accuracy by independent data validator, Truthset. In the most recent data study, Lighthouse-Ameribase’s data was deemed exceptional, thanks to their ability to accurately tie an online signal such as a HEM to offline PII.

Through these collaborations, 123Push aims to leverage the expertise and capabilities of Lighthouse-Ameribase to optimize list management services with first-of-its-kind combined postal and email data 123Push segments available on NextMark.

Elevate Your Marketing for 2024: Start Testing Audiences this Side of Christmas

Use your budget now and get ready for 2024!

As we embark on a new year of possibilities in 2024, there's one critical practice that deserves your full attention: audience testing. Data and audiences are the building blocks of modern marketing, driving personalization, engagement, and campaign optimization. Third-party data and audience segments, in particular, provide invaluable insights into your potential customers. However, making the most of these resources requires rigorous testing.

The Case for Audience Testing

Audience testing is not about doubting the quality of your data or audiences, but about ensuring they are finely tuned to your strategies and responsive to the dynamic nature of the market. Here's why audience testing is pivotal for success:

In a world where each marketing campaign has distinct goals and unique audience profiles, audience testing allows you to precisely tailor your audience segments to align with your specific campaign objectives. 

As consumer behaviors continually evolve, your audience targeting should evolve too. Through audience testing, you can ensure that your audience segments remain relevant, keeping your campaigns fresh and impactful in the ever-changing marketing landscape.

Fine-tuning is the heart of effective marketing. By systematically testing your audience segments, you can pinpoint the most effective ones. This fine-tuning optimizes your campaigns, resulting in superior outcomes and a higher return on investment.

In addition to performance optimization, audience testing is a strategic safeguard. It mitigates potential risks associated with data usage and audience targeting, thereby securing your marketing budget and minimizing pitfalls.

The Smart Investment: Allocating Budget for Audience Testing

Investing in audience testing is a strategic move that yields significant benefits. Audience testing is akin to fine-tuning your marketing strategies. It empowers you to unlock the full potential of your campaigns, delivering superior results and a more robust return on investment.

Your audiences are invaluable assets, serving as the foundation for your marketing efforts. By investing in testing, you're ensuring their quality and relevance, providing a solid base for sustained success in the ever-evolving marketing landscape.

In a competitive landscape where audience precision is a coveted advantage, allocating resources to audience testing sets you apart from competitors who might not prioritize this critical step. This positions you as a leader in your industry, maintaining a competitive edge.

In summary, the key to a successful marketing journey in 2024 lies in rigorous audience testing. It's not about questioning the quality of your data or audiences; it's about optimizing their alignment with your strategies and adaptability to market dynamics. Make audience testing a top priority and consider allocating a portion of your marketing budget for this crucial endeavor. Your campaigns, your brand, and your bottom line will all thrive as a result. 

Don't let your end-of-year budget slip away! Now is the time to start testing data and campaign strategies for 2024. Speak to us today about your objectives and we'll get a test up and running.

Navigating the Lucrative Market of Cruise Travel

Are you looking for a lucrative market to target with your advertising campaigns? Look no further than the world of cruise travel. According to the 2022 report by the Cruise Lines International Association, the cruise sector is expected to approach pre-pandemic levels by 2023, with an estimated global passenger volume of between 27 million and 33 million cruisers.

What’s more. 85% of those who have previously gone on a cruise have expressed their intention to cruise again, according to the 2023 State of the Cruise Industry, which is a 6% increase compared to pre-pandemic levels. This means the demand for cruise travel is strong, making it a prime market for advertisers to tap into.

Why Cruises are a Hot Market for Advertisers

Cruise travel offers a unique and exciting vacation experience, which appeals to a wide range of travelers. From families with young children to retirees looking for adventure, there is a cruise for every type of traveler. In addition, many cruise lines offer all-inclusive packages that include meals, entertainment, and accommodations, making it an attractive and convenient option for vacationers.

Cruises have emerged as a lucrative advertising market for several compelling reasons, with the spending habits of cruise passengers standing out as a key driver. Research from Cruise Market Watch highlights that approximately 70% of cruise enthusiasts boast annual household incomes exceeding $80,000. Moreover, an in-depth study conducted by the Cruise Lines International Association (CLIA) reveals that during a standard seven-day cruise, passengers typically allocate an average of $750 per person for expenditures in port cities.

This data underscores the remarkable opportunity for advertisers targeting cruise passengers. They gain access to a consumer demographic characterized by substantial disposable income, which predisposes them to invest in a wide array of travel-related products and services. Consequently, the cruise industry has become an attractive platform for advertisers keen on connecting with a high-spending audience eager to explore and indulge in their travel experiences.

Identifying Key Audiences for Cruise Travel

To effectively target potential cruise passengers, it's important to identify key audiences that are most likely to book a cruise. Here are a few examples of audience segments to consider:

1. Family Travelers: Families with young children are a significant market for cruise travel. Cruise lines offer a range of kid-friendly activities, including water parks, video game arcades, and themed events, making it an ideal vacation option for families.

2. Luxury Travelers: High-end cruise lines offer luxury amenities and personalized services, appealing to travelers who are willing to pay a premium for a top-tier travel experience.

3. Adventure Travelers: Many cruise lines offer adventure-focused itineraries, such as exploring remote destinations or participating in outdoor activities like kayaking and hiking. These cruises appeal to thrill-seekers and outdoor enthusiasts.

How to Reach Potential Cruise Passengers

Now that you have identified key audiences for cruise travel, it's time to reach them with targeted advertising campaigns across various channels. Here are a few channels to consider:

• Email Marketing: Utilize email marketing to target consumers who have expressed interest in travel or have previously booked a cruise. Segment your email list based on interests and demographics, and include eye-catching visuals and clear calls-to-action.

• Connected TV: Harness the power of Connected TV (CTV) advertising to reach consumers through streaming platforms, such as Hulu and Roku. Target viewers who are likely to be interested in cruise travel based on their viewing habits and demographics.

• Display Advertising: Display ads can be strategically placed on travel-related websites or shown to individuals who have previously shown interest in cruise travel. Employ eye-catching visuals and persuasive messaging to entice consumers to book a cruise.

• Direct Mail: Don't underestimate the impact of direct mail in your advertising mix. Send well-crafted, physical marketing materials to potential cruise travelers' homes, showcasing the allure of cruise vacations with stunning visuals and enticing offers.

The cruise travel market offers a lucrative opportunity for advertisers to reach consumers with disposable income who are interested in unique vacation experiences. By identifying key audiences and utilizing channels such as email, connected TV, and display advertising, you can effectively target potential cruise passengers and drive bookings. So set sail on your next advertising campaign and take advantage of the lucrative world of cruise travel.

Interested in cruises? Learn more about our audiences >

Lighthouse List-Ameribase Yet Again Named a Gold Medalist of Data Accuracy by Independent Data Evaluator, Truthset

Why should brands and agencies care about data quality? Higher accuracy means higher profits and happy clients!

Lighthouse List-Ameribase continues their exceptional track record in data quality and has been named a gold medalist of data accuracy following a recent study by independent data evaluator, Truthset. 

In particular, Lighthouse List-Ameribase ranks exceptional across 41 measured demographic and household behavior attributes, compared to 20 other data providers. This includes multicultural data, age, household income, home ownership, pet ownership, language spoken, small business ownership, auto make, auto model (luxury/standard), education, geography, and many more.

In an era where precision and accountability are paramount, advertisers need reliable insights to make informed decisions and optimize their advertising strategies. Ensuring accurate measurement of conversions is crucial for determining campaign effectiveness and maximizing return on investment.

Accurate data enables advertisers to precisely attribute conversions to specific marketing efforts, channels, and touchpoints. This granular understanding empowers them to identify high-performing campaigns, optimize targeting strategies, and allocate resources effectively. By partnering with a data provider like Lighthouse List-Ameribase, which values accuracy, advertisers gain access to trustworthy and validated data, resulting in more precise measurement and attribution.

Mark Traverso, President and CEO of Lighthouse List-Ameribase, commented, "We pride ourselves on our commitment to data accuracy, employing rigorous validation processes and advanced methodologies. Our comprehensive data solutions enable advertisers to confidently measure and attribute conversions with utmost precision.”

How Lighthouse Ensures Data Accuracy

Lighthouse List-Ameribase follows a variety of comprehensive cross-validation and cross-channel sourcing procedures to ensure a high level of data accuracy. These include matching their personally identifiable information (PII) data to an online signal like a HEM or MAID. 

In fact, 50% of their PII data, which includes names and addresses, has a minimum of ten matches from various sources and 50% of their phone data has at least two matches. In addition, they connect their data to three billion transactions on a daily basis.

Lighthouse List-Ameribase’s Data In Practice

In terms of real-life examples which demonstrate the tangible impact their data solutions have delivered for advertisers, Lighthouse List-Ameribase has a variety of success stories. For example, they have helped a leading U.S. sports betting & casino digital payments provider to increase their conversion rate by 130% using acquisition email. They have also enabled a large non-profit to reduce their cost per donor by $184. 

On the B2B front, they have worked with a large computer server manufacturer who saw their sales cycle cut in half after using their B2B custom audience data.

Traverso explained, "Our fundamental purpose is to empower our clients in generating revenue, be it through data consultancy, readily available audience segments, tailored audience solutions, or identity resolution. Our data consistently withstands rigorous scrutiny, ensuring reliability and effectiveness in driving business success."

Interested in learning more about working with Lighthouse-Ameribase? Find out more about our Preferred Partner Data Licensing offering >

About Lighthouse List-Ameribase

Lighthouse List-Ameribase is a boutique data company offering great accuracy and scale. In addition to our 3,000+ on-demand audiences, we also provide quick, custom segments for your specific data needs as well as B2B and B2C data to enrich your identity graph. Having built a name for ourselves that's synonymous with data quality over the past 25 years, we provide consumer & business custom audiences you can trust. https://www.lighthouselist.com/ 

About Truthset

Truthset is a data intelligence company focused exclusively on validating the accuracy of consumer data. The company helps brands build trust in data, and improve the performance of any data-driven decision.

 Truthset does not sell data and is not a data broker; it compiles a likelihood of truth for any individual record that can be used to validate the accuracy of data and power more accurate consumer interactions.

​Headquartered in San Francisco, Truthset was founded in 2019 by industry veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble. Truthset is funded by venture investors.

In Search of Lost Data Accuracy

It's a perplexing paradox, isn't it? Despite the leaps and bounds made in the advertising industry, we find ourselves grappling with the very foundations that drive its success. At an industry event a couple of weeks ago a startling statistic was shared: 41% of ad impressions are off target. What is remarkable about this stat is not the percentage itself but the number of times we have seen research like this shared. The issue of data accuracy in marketing campaigns is an enduring challenge that continues to haunt us. 

The Great Disconnect: Off-Target Ad Impressions

Picture this: You meticulously craft an ad campaign, carefully selecting your target audience based on intricate demographic and behavioral data. Everything seems perfect until you start to collate the results. What went wrong? Could it be that nearly half of your ad impressions missed your intended audience entirely? 

Data Accuracy: The Achilles' Heel of Advertisers

The culprit behind this disheartening scenario lies in the accuracy of the data we rely on. Yes, data analytics has come a long way, providing insights into consumer behavior like never before. However, that hasn’t stopped independent data evaluators like Truthset finding inaccurate data in third-party data audiences. This sub-par data of course skews the targeting process, leading to those disappointing off-target ad impressions and wasted spend.

From Quantity to Quality: Rethinking Ad Metrics

Let's be honest: Vanity metrics, such as sheer ad impressions, may no longer cut it. Instead of fixating on the number of eyeballs on our ads, let's shift our focus to engagement, conversion rates, and the overall impact of our campaigns. By placing greater emphasis on meaningful metrics, we can start to recalibrate our advertising efforts and achieve real results that resonate with the intended audience.

The Quest for Data Accuracy: Collaboration is Key

It's time to face the music and acknowledge that data accuracy is a pressing issue that needs to be tackled head-on. Addressing the data accuracy challenge requires a collective effort.  Agencies and brands need to demand higher standards of accuracy and transparency in the data that they use. It's not just about shooting ads blindly into the digital abyss; it's about ensuring that every impression counts and reaches the right audience. That means working with a third-party data provider you trust. 

The Right Data Provider Can Help you Achieve Data Accuracy

When it comes to selecting a data provider to work with, careful consideration is paramount:

1. Look for providers with a proven track record of data accuracy, transparency, and adherence to privacy regulations. 

2. Assess their data collection methodologies, data sources, and data hygiene practices to ensure they align with your standards. 

3. Consider the comprehensiveness and relevance of their data sets in relation to your target audience. 

4. Seek recommendations, read reviews, and engage in discussions with industry peers to gain insights into the experiences of others. 

Lighthouse List, for example, regularly has its data verified by independent data evaluator, Truthset. In a recent study, our demographic and household behavior data was characterized as “exceptional”. 

At the forefront of our expertise is our ability to tie online signals, such as hashed emails, with offline data, such as postal addresses. This capability allows us to provide higher quality data which results in better campaign performance. Our data quality is thanks to our triple-lock approach to accuracy. 

In a world where ad impressions reign supreme, we can no longer turn a blind eye to the shocking reality: 41% of those impressions are missing their target. It's time to challenge the status quo, demand data accuracy, and redefine our metrics of success. By joining forces, we can bridge the gap between data and precision targeting, creating ad campaigns that truly resonate and make an impact. 

Are you interested in learning more about how Lighthouse List can help you achieve your marketing goals? Contact us today to discuss your data needs.

Lighthouse-Ameribase announces partnership with aesthetics and anti-aging consultancy, CosMedic

Megan Smith (left) & Ana Natalie Delgado (right) of CosMedic

Are you looking to target the lucrative anti-aging market? Then we have some exciting news for you: we're thrilled to announce our partnership with aesthetics and anti-aging consultancy, CosMedic. 

As part of the partnership, anti-aging market experts, Megan Smith and Ana Natalie Delgado have used their extensive experience of the anti-aging industry to inform our new aesthetics and anti-aging audiences. They’ll be helping to take these new segments to market by introducing them to manufacturers, brands and practitioners, medical spas and high-end cosmetic clinics.

Why Target the Anti-Aging Market?

The anti-aging market is one of the fastest-growing markets globally, and it's no surprise why. People are living longer - 50% of the US population is over 40 years old while globally more than two billion people are over the age of 40 - and they want to maintain a youthful appearance and a healthy lifestyle. It’s estimated that the industry will have a compound annual growth rate of nearly seven percent between 2022 and 2027 according to Statista.

What’s more, according to a Guidepoint Qsight report, the average sales per aesthetics practice rose by 34% from 2018 to 2022, with millennials driving that growth. 

Who is CosMedic?

CosMedic’s consultants bring over 25 years’ combined experience working in the anti-aging industry. CEO Ana Delgado has organized and executed countless aesthetic clinical programs and conferences worldwide since 2006, founding CosMedic in 2008. Director of Business Development and Leadership Megan Smith has an impressive aesthetics and business development background with over 15 years in aesthetic sales and management, including time at Allergan. Allergan was a pharmaceutical company that manufactured drugs and medical devices in the areas of medical aesthetics, eye care, central nervous system, and gastroenterology. Since 2019 Allergan has been part of AbbVie.

Which Audiences does Lighthouse-Ameribase Offer to Target the Anti-Aging Market?

To take advantage of this growing market, it's essential to be able to reach consumers who have shown intent to buy anti-aging products and services. That's where our new anti-aging data segments come in.

Working with CosMedic’s expert consultants, we have identified a number of targeted audiences made up of consumers who have shown intent to buy anti-aging products or who have searched for specific brand names.

Our data segments are designed to help marketers create more targeted and effective marketing campaigns. From audiences related to procedures and treatments such as botox and liposuction, to audiences related to brands like Juvederm and Merz, we can help you target consumers across direct mail, email, display, social, CTV, mobile, digital audio and other digital channels.

Social media channels are of particular importance for targeting the millennial group which is helping to drive growth in the aesthetics market. According to Allergan, naive injectable patients find their injector and or preferred products through social media. With Lighthouse-Ameribase’s anti-aging data segments you can run targeted paid social campaigns across a variety of social channels, using our highly-accurate data.

Why Choose Lighthouse-Ameribase’s Audiences?

Lighthouse-Ameribase is renowned for its data quality, having already been named a gold medalist of data accuracy by independent data validator, Truthset. In the most recent data study, Lighthouse-Ameribase’s data was deemed exceptional, thanks to our ability to accurately tie an online signal such as a HEM to offline PII.

The segments for which Lighthouse-Ameribase was found to be highly accurate - including age, income & gender - are of particular relevance to marketers who are looking to target consumers with an intent to buy anti-aging products.

How to Use Anti-Aging Data Segments in Your Marketing Campaigns

By using our aesthetics and anti-aging audiences, marketers can create more targeted and effective marketing campaigns. The benefits of using our data segments include increased ROI and more effective campaigns. So why not give our aesthetics audiences a try and see how they can help you tap into the lucrative anti-aging market?

Using our data segments is easy. Our Aesthetics & Anti-aging audiences can be delivered to your favorite digital platform or you can get in touch to discuss your specific data needs and private licensing.

“Exceptional” data provider Lighthouse List-Ameribase adds data modeling to its list of services with the addition of Data Scientist Rahmi Alagoz to the team

Lighthouse List-Ameribase has for the past 29 years been dedicated to providing our clients with an expanding range of audience targeting, custom segments and data services. Now, as part of our goal to offer ever more innovative solutions, we are pleased to announce that data scientist Rahmi Alagoz has joined our team, enabling us to add data modeling (including regression, lookalike and prediction), sales insights and business intelligence to our list of data services.

Lighthouse List-Ameribase has long recognized the importance of data science in the world of audience targeting. We believe in the science of data and take a triple-lock approach to accuracy by:

• Sourcing our data from a reliable network of privacy compliant partners

• Cross-validating our data extensively to ensure its accuracy 

• Linking our data to 3-5 billion monthly transactions using our proprietary software and technology

It is this approach which has led us to be named an “exceptional” data provider by independent data validator, Truthset.

We have also recently introduced our alternative data offering which enables our clients to discover trends and derive insights from our 24-month historical data.

With the addition of Rahmi, we will now be able to build predictive models to forecast future business trends and identify potential risks. Using different A.I. solutions, Rahmi plays a critical role in developing and implementing data-driven decision-making processes, leading to increased efficiency and improved performance.

Rahmi, Data Scientist at Lighthouse List-Ameribase, commented: “My expertise lies in creating predictive models using various machine learning algorithms, such as O.L.S. regressions, decision trees, support vector machines, and neural networks. I also have experience working with various programming languages such as Python, R, SQL, and MongoDB. In addition, I have a solid understanding of big data technologies like Hadoop, Spark, and NoSQL databases. As a member of Lighthouse List-Ameribase, I am eager to apply my experience and knowledge to facilitate our clients’ data-driven needs.”

Mark Traverso, President and CEO of Lighthouse List-Ameribase, commented: “Rahmi has a strong understanding of statistical learning concepts and can effectively apply these methods to real-world problems. He brings a wealth of experience to the team and we’re thrilled to have him working with us. We look forward to ushering in a new era of AI modeling and data analytics at Lighthouse List-Ameribase.”

Lighthouse List-Ameribase’s Demographic and Household Behavior Data Deemed “Exceptional” by Independent Data Evaluator, Truthset

Lighthouse List-Ameribase, the boutique data company that provides quick, omnichannel, custom segments with great accuracy and 2 to 3 times the scale, is pleased to announce its demographic and household behavior data has been characterized as “exceptional” in a recent study by independent data evaluator, Truthset.

More specifically, Truthset found that Lighthouse List-Ameribase has the most top 3 rankings across 30 of the 33 demographic and household behavior attributes scored quarter on quarter compared to 20 other data providers, including for multicultural data, age, household income, education, home ownership, pet ownership, military status and many more.

Consistently Ranked No #1

Having partnered with Truthset on data accuracy for two years, Lighthouse List-Ameribase has a proven track record as a gold medalist of data quality when compared to other leading data providers.  For the past seven quarters Lighthouse List-Ameribase has been found to be among the most accurate data providers for HEMs tied to an online activity. 

In particular, for language spoken, Lighthouse List-Ameribase has ranked #1 consistently since Q3 ‘21. The same is true for all of Lighthouse’s pets-related attributes (including pet owners, dog owners and cat owners.) 

As for small business owners, Lighthouse List-Ameribase once again maintained their #1 ranking, with a Truthscore Index of 162 (signifying that Lighthouse’s small business data is 62% more accurate than the average.)

Lighthouse’s Methodology

Lighthouse List-Ameribase prides itself on its cross-validated, multi-matched data. 50% of its PII data, including name and address, has at least ten matches from different sources, and is tied to an online signal, such as a HEM or MAID. 50% of their phone data also has at least two matches, whilst they also link their data to three billion transactions daily. Their extensive cross-validation and cross-channel sourcing process guarantees a high level of data accuracy in their consumer audiences.

Mark Traverso, President and CEO of Lighthouse List-Ameribase, commented, "We’re thrilled to learn that we have the most top 3 rankings, making us the most accurate data provider across the board. It goes to prove that our data should always be a marketer’s first choice for all channels, including direct mail, email and digital.”

Kathryn Barnitt, Head of Data Science at Truthset, added: “Lighthouse List-Ameribase and Truthset have been working together for seven consecutive quarters and it is clear from our partnership that they are committed to data accuracy”

Learn more about Lighthouse List-Ameribase’s capabilities

Are you interested in learning more about how Lighthouse List-Ameribase can help you achieve your marketing goals? Meet us at RampUp to discuss your needs >

About Lighthouse List-Ameribase

Lighthouse List-Ameribase is a boutique data company offering great accuracy and scale. In addition to our 3,000+ on-demand audiences, we also provide quick, custom segments for your specific data needs as well as B2B and B2C data to enrich your identity graph. Having built a name for ourselves that's synonymous with data quality over the past 25 years, we provide consumer & business custom audiences you can trust. https://www.lighthouselist.com/ 

About Truthset

Truthset is a data intelligence company focused exclusively on validating the accuracy of consumer data. The company helps brands build trust in data, and improve the performance of any data-driven decision.

 Truthset does not sell data and is not a data broker; it compiles a likelihood of truth for any individual record that can be used to validate the accuracy of data and power more accurate consumer interactions.

​Headquartered in San Francisco, Truthset was founded in 2019 by industry veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble. Truthset is funded by venture investors. 

Just when you thought the political ad season was over…

It’s a bit like the holiday season. Fall hasn’t even started, it’s still 86 degrees outside and yet, there they are: in mid-August the holiday shelves start appearing. “Gosh, they start earlier every year”. 

The same phrase could be applied to political advertising. We’ve only just seen the back of the midterms but there’s no end in sight for political ads as Georgia looks set to hold its Senate Run-Off on 12/6, as well as run-offs in Trenton, Austin and Laredo coming up in December and local government elections. That’s not even to mention the imminent announcements for Presidential hopefuls. Once the race for 2024 kicks off it will be an advertising frenzy through to 11/5/2024.

So as a political campaigner, how do you cut through the noise and get your supporters to their polling places? Lighthouse-Ameribase is here to help you ensure your message is heard.

Embrace Nascent Channels

Much has been written about the importance of social media in past election campaigns. Barack Obama was the first Presidential candidate to really embrace the medium and since then social media has grown in importance, especially for courting younger voters under the age of 30 who, according to Pew, trust news from social media as much as news from traditional media sources.

Joe Biden is the most recent politician to put his faith in social, having met with TikTok influencers in Washington prior to the midterms, in the hope that their posts would encourage young voters to vote Democrat.

However, due to Apple’s iOS privacy update in 2021, it has become increasingly difficult for political campaigns to carry out targeted campaigns in platforms like Facebook, resulting in many campaigners switching their budgets from social platforms to streaming platforms. 

In fact, according to eMarketer, CTV ad spending among political campaigners increased by 1,500% during the first six months of 2022 compared to the same period during the 2020 elections. They also believe that the percentage of spending flowing to CTV is expected to rise even further as target audiences broaden as the general election approaches and budgets grow.

If you’re looking to run CTV political campaigns, speak to us at Lighthouse-Ameribase. We have TV-enabled segments which allow marketers to reach their audience based on interest categories. 

We can also create custom audiences using key demographics such as age, gender, location, political affiliation and more. Learn more about our CTV audiences >

Stop Wasting Ad Spend

Back in 2020, entrepreneur and former New York City Mayor Michael Bloomberg spent a staggering $1 billion+ of his own money, of which 70% went towards advertising, before bowing out of the race.  Much of this advertising would have been targeted towards potential voters using demographic data.

Yet with companies like independent data evaluator, Truthset, highlighting the inaccuracy in demographic marketing data, it does make you wonder how much of that $700MM was wasted in inaccurate ad spend. 

For example, they conducted a study of African American marketing data which showed that on average, for every dollar spent targeting an African American consumer (using these segments), 73 cents was spent reaching a non-African American consumer.

Could that mean then that the Bloomberg campaign wasted as much as $511MM on inaccurate targeting in their political advertising? And if so, how much could that have influenced Michael Bloomberg’s decision to pull out of the race?

The fact is many political campaigns are aware they’re working with sub-standard marketing data but they simply factor this inaccuracy into their ROI projections.

What if instead of continually washing money down the drain you could be confident in your campaign targeting? They do say after all that “insanity is doing the same thing over and over and expecting different results.”

Why not try a different data provider in your next campaign whose data accuracy quality has been validated time and time again? Lighthouse-Ameribase has the highest number of #1 rankings for accuracy across 25+ different demographics segments and consistently indexes above industry average for many more segments. Learn more about how we ensure maximum data quality >

Reach Key Gen Z Voters

The 2022 midterms officially put paid to the myth that the young don’t engage with politics. For years it’s been believed that young voters simply don’t turn up at polling places yet in the midterms, about 1 in 8 voters overall were under the age of 30. 

And it’s not just about voting - 25-year-old Maxwell Alejandro Frost made history in central Florida by being elected as one of the youngest Congressmen, making him the House of Representatives’ first Gen Z member.

As the dust settles and political analysts begin to realize just how key the Gen Z vote is for future election campaigns, it’s worth noting that Lighthouse List excels in providing young adults aged 18-24 segments. 

Already available in the LiveRamp DataStore and coming soon to TruAudience's Data Marketplace, these age segments are ideal for political campaigns that target Gen Z voters. Learn more about our demographic audiences >

Location, Location, Location

It might be a pearl of wisdom for real estate but “Location, Location, Location” is just as true for political campaigns. It’s a dog-eat-dog world out there and if you want to be sure your candidate will win in his/her congressional district, state, region or division, you need to know you’re reaching voters in the right location.

That’s why you’ll be pleased to learn our geographical data has recently been validated and, in addition to coming out tops for Census Region and Division, our state data ranks within the top 3, with many states ranking no. 1.

In fact, no matter which race you’re running in, if your voters are out there, we’ll find them. We can help you target by registered party or donor, by voter type, by interest or cause, by multicultural group as well as by location.

African American Independents who are based in Pennsylvania, lean left and are concerned about the environment? Check.

Hispanic Republicans who live in California & are concerned about fiscal conservatism? We’ve got them.

If you’re looking for inspiration for your upcoming political campaigns, why not give us a call? We’re here to help with segment suggestions for congressional, state and local elections and can also provide further details on custom audiences.

Lighthouse's data ranked #1 for accuracy across multiple segments - More than any other data provider analyzed

Lighthouse List is thrilled to announce the results of a recent data validation analysis conducted by independent data evaluator, Truthset. Lighthouse’s data was found to rank no.1 for accuracy across multiple attributes and segments - more than any other data provider analyzed.

Furthermore, Truthset determined Lighthouse provided superior scale across multiple segments compared to other data providers evaluated, making Lighthouse the ideal choice for brands and agencies who are looking for the perfect combination of accuracy and scale.

WHY ADVERTISERS SHOULD PRIZE ACCURACY IN THEIR MARKETING DATA

Data quality and hygiene has long proved a headache for marketers. According to Salesforce’s seventh edition of its “State of Marketing” report shows that only 42% are satisfied with their data’s quality and only 33% of marketers are “completely satisfied” with their ability to generate more relevant experiences with customer data.

Why is data quality and accuracy such as hot topic for marketers? Simply put, bad data affects their bottom line. According to Gartner, bad data costs the average organization nearly $14 million a year. Independent data evaluator Truthset has conducted several analyses and discovered that:

• 83% of age segments are inaccurate

• 73% of ads that should be targeting an African American are using inaccurate data

• 39% of gender targeting is incorrect

So let’s assume a brand has a customer profile of African American women aged 35-50 and is targeting their ads across the web accordingly, Based on Truthset’s findings, there is a strong chance their ads may actually be reaching Irish American men aged 70+, resulting in a huge level of wasted ad spend. If your marketing campaigns are not performing.as expected, ask yourself: is the data I’m using to target my audience of good quality?

The Science of Data - How LIGHTHOUSE ENSURES MAXIMUM ACCURACY OF ITS SEGMENTS

So how does Lighthouse manage to achieve such a high level of accuracy? We believe in the science of data and take a triple-lock approach to ensure maximum hygiene and accuracy:

1. We source of data from a reliable network of privacy compliant partners.

2. Our team of data scientists cross-validate our data extensively to ensure its accuracy- For example nearly 50% of our PII data has at least ten matches from different sources, whilst 50% our phone data has at least two matches.

3. We also link our data to three billion transactions monthly.

Our strength lies in this extensive cross-channel data sourcing and verification process.

Highlights From Truthset’s Analysis

Multicultural Data

Lighthouse already has a history of providing highly-accurate multicultural marketing data to brands and agencies, having been awarded badge from the ANA's AIMM for transparency in multicultural marketing. This data validation analysis demonstrated yet again Lighthouse’s exceptional multicultural data, with no. 1 rankings for the following segments:

• Hispanic

• African American

• Asian

• English vs. Spanish language spoken at home.

Geo Data

Do you run marketing campaigns based on geography? Has it ever occurred to you that the data you rely on could be inaccurate and that you could be reaching consumers outside of your chosen target area? Thankfully, with Lighthouse you can rest easy. In their recent evaluation, Truthset determined Lighthouse came out on top for data accuracy across Census Region and Census Division segments.

Homeowner Status

Ideal for a number of brands including lenders, insurers, home improvement firms, furniture a home décor businesses, Lighthouse is proud to have top the rankings for determining whether a consumer is a home owner or a renter. There’s also the possibility to combine this demographic data with our trigger data segments, in order to reach consumers at key life milestones such as a house move.

Pet Owner Status

Looking for consumers who own a furry friend? Lighthouse can help you reach them thanks to our highly-accurate pet ownership data. Truthset gave us top ranking for the following segments:

• Pet Owner

• Cat Owner

• Dog Owner

According to the American Pet Products Association., 90.5 million of US households own a pet and in 2020, collectively, they spent $103.6 billion on them. For brands looking to tap into this potential revenue stream, Lighthouse can help you with your next marketing campaign.

Interested to find out more? Speak to us today about your data needs.

Lighthouse List partners with Audiencerate to enable marketers to access highly-accurate audience data

Lighthouse List, the boutique data company that provides quick, custom segments with great accuracy and 2 to 3 times the scale, has announced its partnership with Audiencerate, the identity hub enabling compliant data-driven advertising.

The partnership will enable Lighthouse List to make its highly-accurate global audience data available to marketers in the Google DV360, Adform and Audiencerate Data Marketplace. As a data onboarding platform, Audiencerate bridges the gap between data providers, agencies and brands, enabling marketers to run better-performing digital campaigns with trusted and reliable targeting data.

With over 25 years’ experience helping marketers to target their audiences effectively, Lighthouse List provides consumer & business audience targeting marketers can trust. In addition to their 3,000+ on-demand audiences, they also provide B2B and B2C data to enrich identity graphs, as well as custom audiences, delivered in 72 hours. 

Thanks to their no.1 ranking across multiple consumer segments by independent data evaluator Truthset, Lighthouse List specializes in multicultural and demographic audiences. They also offer life stages, lifestyles & event data, in-market audiences as well as numerous behavior- and interest-based segments.

Mark Traverso, President and CEO of Lighthouse List, commented, “We’re thrilled to partner with Audiencerate to make our audience targeting data available to more marketers who are on the hunt for reliable and high-performing audiences. Audiencerate enables data providers like us to gain exposure to marketers around the globe and we’re excited about the opportunities this partnership will bring.”

Filipo Gramigna, CEO of Audiencerate, commented: “This is a very exciting time for us as a company as this partnership will enable us to provide more reliable and high-performing audiences. The world is constantly evolving and we have to meet us with the changes by providing more data options. Our partnership with Lighthouse List will enable us to support both existing and new clients in achieving precisely targeted advertising at scale’’

About Lighthouse List

Lighthouse List is a boutique data company offering great accuracy and scale. In addition to our 3,000+ on-demand audiences, we also provide quick, custom segments for your specific data needs as well as B2B and B2C data to enrich your identity graph. Having built a name for ourselves that's synonymous with data quality over the past 25 years, we provide consumer & business custom audiences you can trust. https://www.lighthouselist.com/ 

About Audiencerate

Audiencerate enables compliant data-driven advertising. Via our proprietary technology and platform, we bridge the gap between data providers, agencies and brands, so that marketers can run better-performing digital campaigns with trusted and reliable targeting data In the privacy-first era, Audiencerate is committed to keeping trust and compliance at the heart of its business. Headquartered in London, and with a team based in the US, UK, France, Italy, Spain, and Sweden, Audiencerate helps companies across the globe to realize their marketing data objectives. https://www.audiencerate.com/