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Aligning purchase history and direct response performance data with demographic, behavioral, and influencer action data is nearly a requirement for digital marketers today.

There's big money involved and companies are integrating their platforms to provide the most benefit to their users.

Data management platform Lotame for example just announced that it has incorporated the predictive segmentation solutions from Alliant. The integration gives advertisers the ability to create and targe audience segments (36 in total – data is anonymized) by combining Alliant's U.S. purchase history and direct response performance data. Segments are made up of households with a history of responding to promotional offers from some of the premier direct response marketers.

“Alliant Online Audiences is promotional science applied at the browser level,” said Doug Pollack, director of data sales & analytics, Lotame. “URL and meta-tag data collection often result in broad-based assumptions about Web site visitors. Because Alliant’s direct marketing performance data is based on actual past purchases, it represents a game-changer in predictive power. The targeting power of direct marketing metrics facilitates more relevant ads and offers. We believe our clients will benefit tremendously from Lotame’s new relationship with Alliant.”