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Online vs Offline Data�

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Online vs Offline

We do not “know” who these people are – they only live offline and we can see the count of the individuals / devices that meet that attribute.

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(Audiences Available On The Marketing Platforms We Use)

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Data Examples:�Facebook Interest Targeting

LinkedIn Occupation Targeting

Search Keyword Targeting

Contextual Targeting

3rd Party Data (i360, Acxiom, etc)

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Audience Examples:

Alumni of specific schools

Fans of sport teams

Followers of Celebrities

We “know” who these people are – they live in our databases (Off Platform) that we can reach with direct mail, text messages, and doors, as well as onboarding to LiveRamp to use online.

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(Data Available Off The Platform)

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Data Examples:�Voter File

Consumer File

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Audience Examples:

Voter Data

Homeowners

Religion

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Offline data does NOT mean that this data cannot be used online. Think of it more as “Off Platform” than “Offline”.

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Online/On Platform

Offline/Off Platform

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On Platform Preview

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OFF Platform Preview

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Online Examples & When To Use Them

  • Fans of a specific sports team. (Ex: Kansas City Chiefs Fans)
  • Followers of specific celebrities or influencers. (Ex: Fans of Joe Rogan, Ben Shapiro, Britney Spears, Leonardo DiCaprio)
  • People Interested in George Bush, Richard Nixon, and Lyndon B. Johnson. (Ex: for a Museum project)
  • Fans of specific book genres, tv shows. (Ex: Historical Fiction, Dune, Jack Reacher)
  • Fans of specifics brands. (Ex: Nike or Tesla)
  • People in the market for a new car, specifically targeting brands like BMW or Ford.
  • Consumers interested in Home Improvement.
  • People with a history of attending concerts, sports events, or other live entertainment.

The best time to use On Platform Audiences is when you’re looking for specific interest categories or subjects. For Example:

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Offline Examples & When To Use Them

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  • High Turnout Swing Voters
  • Religion
  • Race
  • Income
  • ABEV Voter Suppression
  • Anything in Nick’s playbooks is offline data. So if you’ve gotten a playbook and you like one of the audiences on there

The best use-case for Off Platform data is for political projects or more sensitive audiences that are not available on platform. For Example:

Our Political Audiences provide unmatched precision by offering direct data on individuals' party affiliations, unlike on-platform services that often require indirect assumptions. By using our data, you can target the right political segments with confidence, ensuring more effective campaign results.

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Legacy Causeway and Data Ops specialize in Offline Audiences and the Digital Marketing Team specializes in Online Audiences.

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That’s why it’s best to bring both the Legacy Causeway Side and your assigned Digital Marketing Strategist in with your project initially so we can advise you what you’re best options are for your specific client and goals.

How To Approach Your Projects

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