What Is Commerce Data?

Commerce data is the backbone of modern commerce media advertising, encompassing any data that provides insight into the customer purchase journey and people’s behaviors as shoppers. Commerce media platforms have become incredibly popular among advertisers because they offer access to these rich data sets, enabling brands to create highly targeted, effective advertising campaigns. 

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However, the true power of commerce data is unleashed when brands bring their first-party customer data into the mix, allowing for even more refined targeting strategies and audience segmentation. Below, we explore the primary types of commerce data offered by commerce media platforms and how they become even more valuable when paired with first-party data.

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Purchase Data

Commerce media platforms like Amazon, Walmart, Uber, Instacart, and others have access to detailed purchase data, offering insights into what customers are buying, how often they purchase, and how much they spend. These data sets can include:

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• Purchase amount: Knowing how much customers spend can help brands identify high-value shoppers and create personalized promotions.
• Products bought: Understanding the specific items purchased allows for cross-selling and upselling opportunities.
• Time of purchase: Identifying peak buying times enables timely ad placement.
• Location: Geolocation data can tailor ads to local preferences or in-store promotions. 
• Payment method: Understanding payment preferences helps refine offers, such as promoting specific credit card discounts.
• Purchase frequency: Recognizing repeat customers allows brands to reward loyalty and encourage further purchases.

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When brands overlay their own first-party data—such as customer preferences or loyalty histories—onto this purchase data, they can refine campaigns to target even more specific segments, driving higher ROI.

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Browsing Behavior

Browsing behavior provided by commerce media platforms is a critical indicator of purchase intent, capturing data on how customers interact with online platforms. This includes:

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• Pages visited: Tracking which product pages customers view provides insights into their interests.
• Time spent: Longer browsing times often indicate higher interest levels.
• Abandoned carts: Identifying cart abandonment can inform retargeting strategies.
• Channel usage: Whether customers browse via apps, websites, or other digital channels affects how and where ads should be served.

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Timeliness is key when using browsing behavior data. For instance, if a customer is actively searching for travel deals, targeting them with ads for hotels or flights during or within hours of their searches can significantly increase the likelihood of conversion. When brands combine this data with their own first-party knowledge—such as known preferences or past behaviors—they can achieve even more precise targeting.

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Loyalty Program Data

Loyalty program data provides rich insights into customer behavior over time. This includes:

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• Repeat purchase behavior: Understanding what keeps loyal customers coming back enables tailored marketing efforts.
• Incentive effectiveness: Identifying which rewards or discounts resonate most with customers helps refine loyalty programs and promotional offers.
• Preferred channels: Knowing where loyal customers engage (in-store, app, or website) ensures ads are delivered on the right platform.

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When brands integrate their own first-party loyalty data, they can enhance the effectiveness of these insights by tailoring campaigns to reflect a deeper understanding of customer motivations and preferences.

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Customer Demographics

Commerce media platforms typically also have access to general demographic data that forms the foundation for audience segmentation and targeting. Key attributes include:

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• Age and gender: Helps tailor products or promotions to specific groups.
• Income level: Aligning ads with spending capacity ensures relevance.
• Geography: Regional preferences can influence product popularity and campaign strategies.

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When brands layer their own demographic data onto the platform’s insights, they can uncover new patterns and identify audience segments with even greater accuracy. For example, a retailer might find that combining age, income, and purchase history creates an entirely new segment to target with specific promotions.

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Browsing and Shopping Channel Data

Commerce media platforms have visibility into the channels customers use to shop—whether it’s a desktop website, mobile app, or in-store—helping brands understand channel preferences. Knowing which channels different segments prefer enables brands to create seamless cross-channel experiences. For instance, mobile app users may be more receptive to push notifications or in-app promotions, while website users might respond better to email campaigns.

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When brands bring in their own data about customer channel behavior, such as app engagement or in-store visits, they can further optimize their commerce media campaigns.

Commerce data is a powerful asset that commerce and retail media platforms bring to the table, enabling brands to create targeted, effective advertising campaigns. However, the full potential of commerce data is realized when brands contribute their first-party customer data, refining strategies and enhancing audience segmentation. By understanding and leveraging purchase data, browsing behavior, loyalty program insights, customer demographics, and channel preferences—and combining these with their own insights—brands can create campaigns that deliver exceptional value and build lasting customer relationships.