Lifestyle media network SHE Media has debuted an intent graph to help brands deliver a more personalized experience to customers.
The new Purchase Intent Graph is tied to parent Penske Media Corp.’s Atlas Data Studio.
While it is not the primary use, the Purchase Intent Graph can be leveraged for email marketing personalization, the company says.
“Personalization for both brand and reader is fundamental to our value exchange,” says Kate Calabrese, senior vice president of SHE Media. “It helps enrich our audiences’ on-site experiences while facilitating deeper connections with brands.”
The company has made a strategic investment in e-commerce and shoppable editorial content via its owned-and-operated properties,
The firm has drawn on its ecommerce arrangements to offer segments based on retail and brand affinities, product purchases and purchase intent paths.
“As the data and targeting landscape continues to evolve, it’s imperative for brands and publishers, such as SHE Media and the partners in our SHE Media Partner Network, to continue to have reliable and accurate ways to reach audiences at scale” says Ryan Nathanson, COO of SHE Media.
Nathanson adds: “We’ve made it a top priority to develop data products and strategies that are flexible, privacy forward and rely on data that is validated from the billions of touchpoints with audiences we have every year.”