The PreciseTarget Taste Platform is designed to provide greater insight about the tastes of consumers. We deliver data products aligned with the product tastes of American consumers. The company presently has 220 million taste profiles of synthetic IDs representing US adults over 18 years of age.
The Taste Platform uses a synthetically created identifier for each consumer, with no linkage to the actual consumer identity. Unlike email encryption, there is no possibility to reverse the synthetic identity. PreciseTarget is partnered with Equifax, the only party capable of matching the synthetic ID to a real-world consumer. A customer wishing to augment their customer data must work through Equifax as the match authority.
All transaction and SKU data provided to the platform must be transformed into a Taste Event before submission to the platform. The transformation process is often conducted by a trusted intermediary, like Equifax, resulting in the platform learning a consumer had a taste event, which could have resulted from the purchase of pair of running shoes, as an example. A taste event uses an aggregated set of product attributes (e.g., color, fabric, size, price), which does not include the brand name.
This process creates an abstraction layer, protecting consumers and retailers. The derived taste data is only in aggregate, and PreciseTarget cannot determine the originating retailer or consumer.