Basket Signals for Precision Marketing
Find better prospects. Grow deposits. Waste less media spend.
Basket Signals connects bank marketers with national retailers to learn from anonymized product- and brand-level shopping behavior and build more predictive audiences for acquisition, deposit growth, and cross-sell.
No data ever exchanged. No personal data ever exposed.
What billions of transactions can reveal
Shopping behavior reflects how people actually live and spend. Across millions of purchases, patterns can help banks better understand:
- who is more likely to respond
- what financial product they may need next
- changes in affordability or financial stability
- growing deposit potential
- life-stage changes
- likelihood to repay
Build better models from those patterns
Basket Signals – Omnisient’s solution for using SKU-level retail purchase data for precision marketing and credit-related use cases – gives banks access to anonymized product- and brand-level shopping behavior from participating retailers.
Built-in AI models and analytics tools let banks test which shopping patterns are most predictive for their own goals.
Banks work directly with retailers. No raw customer data is exchanged.
What if your best audience was 98% smaller than the one you are targeting today?
Product-level shopping behavior can help banks focus acquisition spend on prospects with a higher likelihood to respond and qualify.
Using product-level shopping behavior to find higher-propensity prospects.
A leading bank used product-level grocery shopping behavior to reduce a prospect audience of millions to a much smaller, higher-propensity segment while maintaining strong campaign performance.
Reduced target audience by 98%.
Less wasted spend. Better audience selection from the start.
Build better models from real shopping behavior
Basket Signals combines built-in AI models with analytics tools that let banks build, test, and refine their own models using anonymized shopping behavior:
Banks can test which shopping patterns are most predictive for:
- Customer acquisition
- Deposit growth
- Cross-sell
- Product need
- Campaign response
The retailer keeps control of the underlying customer data. The bank never receives the raw dataset.
Put shopping signals to work across customer growth
Acquire better customers
Build smaller, more predictive audiences of prospects more likely to need, qualify for, or respond to a financial product.
Grow deposits
Use patterns linked to affluence, life stage, household changes, and financial capacity to improve targeting for checking, savings, and other deposit products.
Improve cross-sell
Identify changing customer needs that may signal when another banking product is becoming relevant.
Reduce wasted spend
Focus acquisition budgets on audiences with stronger predicted likelihood to respond rather than broad reach.
Why product-level shopping behavior is so predictive
Knowing that someone shops for groceries tells you very little.
Patterns across individual products and brands can reveal far more about affordability, life stage, changing needs, financial stability, and likely intent.
That level of detail is what makes product-level — or SKU-level — shopping behavior useful for predictive marketing.
Reach tells you who you can target.
Basket Signals helps you predict who is more likely to respond.
Direct from retailers. Not a data broker.
Banks work directly with participating retailers.
Omnisient does not buy, sell, or resell consumer shopping data.
Omnisient provides the privacy-preserving technology that lets them collaborate without exchanging underlying customer data.
- No raw customer data exchanged
- Personal information remains protected
- Shopping behavior comes directly from participating retailers
- Data remains permissioned and under the retailer’s control
- Governance is maintained throughout the collaboration
See the signals in shopping baskets, without seeing who’s holding them.
How Basket Signals works
Go live with an initial use case in 2–4 weeks
Talk to an expert.
See what shopping behavior could reveal about your next best customers. We’ll show you:
- which shopping patterns may improve acquisition, deposit growth, and cross-sell
- how much more precisely you could target compared with your current approach
- how Basket Signals can move from model testing to activation
Frequently asked questions.
What is Basket Signals for Precision Marketing?
Basket Signals helps financial institutions turn privacy-protected SKU-level retail purchase data into behavioural signals that can improve audience targeting, customer acquisition and marketing performance.
Where does the retail data come from?
Financial institutions work directly with participating retailers. Omnisient provides the privacy-preserving technology that enables the two parties to collaborate securely.
Does the bank receive customers’ shopping histories?
No. Raw customer datasets do not need to be exchanged between the retailer and financial institution. Matching and analysis take place within Omnisient’s privacy-preserving collaboration environment.
What kinds of marketing signals can Basket Signals identify?
Depending on the data and use case, Basket Signals can identify patterns related to life stage, affluence, price sensitivity, purchase intent, product needs and likelihood to respond.
How is this different from traditional audience targeting?
Traditional targeting often relies on broad demographics, online behaviour or third-party audience segments. Basket Signals uses patterns derived from actual first-party retail purchases to help financial institutions decide who is most worth reaching.
How can Basket Signals reduce acquisition costs?
By identifying higher-potential prospects before activation, financial institutions can spend less reaching people who are unlikely to respond or be a good fit for the product.
In one campaign, Basket Signals helped reduce the target audience by 98% and cost per lead by 74%, while doubling click-through rates and delivering 728% marketing ROI.
Does Omnisient sell or broker retailer data?
No. Financial institutions work directly with participating retailers. Omnisient provides the secure technology that allows them to collaborate and generate useful signals without handing raw customer data to one another.
Where can Basket Signals audiences be activated?
Activation depends on the retailer, financial institution and agreed use case. Approved audiences can be activated through agreed retailer and digital marketing channels while the underlying customer data remains protected.
Does Basket Signals replace a bank’s existing marketing data?
No. Basket Signals complements the financial institution’s existing first-party data, customer analytics and marketing models with an additional source of behavioural insight from retail purchase patterns.
Is Basket Signals only for Precision Marketing?
No. Basket Signals can also support Credit Risk, helping lenders use SKU-level retail signals to better understand consumers traditional credit data may not fully capture.
How are you different from other platforms?
- No one ever takes possession of your data.
Unlike other platforms, we don’t require any party to handover or upload raw consumer data. Other platforms require clients to upload their raw consumer data to their platform before anonymizing the data. This means the service provider is taking possession of the raw consumer data and is gaining IP from all clients which it can monetise. It is also exposing clients to the risk of data breach should the service provider ever get hacked. Our desktop anonyimization and upload app enables clients to anonymize their datasets before uploading onto our platform, which means only behavioral and demographic data are shared, but not personal information.
- You get access to embedded AI & ML tools to build data products
Also, we provide AI and Machine Learning tools within our collaboration environment to enable clients to analyze the data and build predictive models and data products within our secure, neutral environment without ever needing to download each other’s data for analysis.
What problem do you solve?
We help businesses comply with global privacy regulations and protect against IP leakage / loss of IP and data breach risks typically associated with data collaboration. We remove these risks and enable regulatory compliance so you can reduce the time to value from an industry average of 2 – 3 years to an average of 3 months in the following ways:
- By providing a secure and neutral collaboration environment where data is never exchanged, we ensure businesses are always in control of their company IP and protected against data breach.
- By creating unique anonymized matching keys for each consumer profile, we enable them to rapidly discover their shared consumers.
- By providing built-in AI and Machine Learning tools, we enable them to derive valuable insights that would have been impossible to derive alone without ever needing to take possession of another party’s data.
- By removing all the risks associated with sharing of sensitive consumer data, businesses are free to rapidly evaluate the value of other businesses’ consumer data before entering into a formal data sharing or marketing partnership.
This is a breakthrough in predictive modelling and consumer data analysis because it enables businesses to easily and rapidly discover consumer insights in participating businesses’ data in a manner that protects consumer privacy, protects their company IP, and complies with all global privacy regulations.
How is my IP protected?
We’ve engineered trust in data collaboration with our platform by ensuring the highest level of protection of your data while maintaining usability in the following ways:
- Your data is anonymized locally – not on our platform. This means that the personally identifiable information in your data never leaves your environment. It is first anonymized using our desktop application by replacing all personally identifiable information with a unique string of hashes that also serve as matching tokens, or what we call Crypto-IDs. These Crypto-IDs are attached to the anonymized consumer records to enable these records to be matched across other partners’ datasets that have been anonymized and uploaded using our desktop application.
- The anonymization of your dataset cannot be reverse engineered to re-identify consumers by Omnisient or any 3rd party. Your anonymized data undergoes further hashing as it is uploaded into our secure and neutral collaboration environment. This means that even Omnisient is unable to re-identify these consumer records nor can any 3rd party access the platform, because the matching tokens created locally in your environment are different from the matching tokens used in the Cloud.
- Your uploaded dataset is never out of your control. At all times, you control who is granted access to it and what data is accessible by that party.
- Data never exchanges hands in our environment. You never hand over your data to another party in our collaboration environment. Data can be analysed by authorized parties but can never be removed or downloaded.
Can another business identify my clients?
No, they cannot. Your dataset undergoes multiple instances of hashing and SALTing (adding more unique characters to the original string of hashed characters generated for additional anonymization) before it is accessible to your authorized collaboration partners. Even Omnisient has no way of re-identifying your consumers.
Can a competitor see my data?
No, they cannot. Only parties you’ve authorized can view your anonymized data in our secure collaboration environment.
Where is my data uploaded to?
Your anonymized data is uploaded into our secure collaboration environment which is hosted on the Microsoft Azure Cloud in the region of your choice.
Is the Omnisient platform GDPR / CCPA / POPIA compliant?
Our platform enables businesses to comply with all global privacy regulations by eliminating the use of personal information entirely from the data collaboration process. We enable our clients to onboard matchable Crypto-Identities that cannot be reverse engineered so the customers’ personal information cannot be re-identified. Once parties have determined the value of the data and they want to use the data in ways that require transfer of data to another party, consent implications can come into play. However, the platform remains the way to share data compliantly as personal information is never exchanged with the other party in the collaboration process and thus eliminates breach risk.
Am I at risk if there is a breach at one of my data partners?
Since you never transfer or provide personal information to either Omnisient or to a data partner, if the data partner experiences a breach in their environment, you are never at risk. You never physically transfer personal information out of your environment. Your customers’ personal information remains behind your fire wall.
Do I need consent from my customers to collaborate with other businesses on the Omnisient platform?
You do not need your customers’ consent to share anonymized data on the Omnisient platform, since personal information is never shared, and your consumers cannot be re-identified by a 3rd party.
Contact us!
Let us show you how secure, privacy-preserving data collaboration works in practice.
