Tell us about yourself and your company
I’m Peter Jackson the Chief Data Officer at Outra
As the UK’s leading data science company, Outra has built a comprehensive and unique database of residential property data covering over 30 million UK households. Each household entry encompasses 2,633 data points, ensuring extensive coverage and depth. Our data spans 98% of the UK housing market, excluding Northern Ireland.
Privacy by design is core to Outra’s ethos with our data sources and audiences being at the household level, so our data does not include any personally identifiable information (PII), ensuring full GDPR compliance. This allows us to harness valuable insights while maintaining the highest standards of data privacy and security.
We offer proprietary data, advanced quanta and standard audience segments built using meticulously designed machine learning models, which provide descriptive insights to anticipate future trends while predicting household behaviours.
Tell us about your audience solutions
At Outra, we specialise in utilising multiple UK residential data sets (some exclusive to us) to provide unparalleled insights for brands and agencies. Our comprehensive data covers all properties in the UK*, each identified by a Unique Property Reference Number (UPRN), full postal address or latitude and longitude, ensuring precise and accurate property geolocation. (*Excluding Northen Ireland)
Our extensive dataset includes granular details on every UK residential household. This encompasses property type, number of rooms, roof condition, EPC rating, rental value, sale value and much more. Such detailed information allows us to deliver a nuanced understanding of the households in the UK and their behaviours.
The property data is then enriched with demographic, financial, and lifestyle information providing a complete 360-degree view of all UK households, enabling you to gain deep insights into your target audiences.
We offer over 60+ standard audience segments available through Eyeota. Also, we can create custom audience segments tailored to your specific needs, ensuring you can effectively target them with precision and confidence.
Best verticals to use our data:
Home & Garden
Lifestyle
Retail
Finance
Real Estate
Consumer Electronics
Consumer packaged goods
Example segments and use cases:
Home mover data is a perfect fit for retailers: Furniture, blinds, white goods, DIY, energy and broadband companies, banks, insurance companies as well as Real Estate Companies
Affluent households: Above the average pricing products such as furniture, clothes, cars, holidays
High-Net-Worth households: Luxury brands
Target households which are 1km catchment area from shops such as M&S,
Waitrose, Sainsbury’s etc.
Target based on property type & demographic data such as Mansions and
Money Kids Moving Out or Middle-aged Families in Semi-detached Properties.
Why have you partnered with Eyeota?
One of the primary reasons for choosing Eyeota as our partner is their smooth onboarding process. From the beginning, Eyeota demonstrated an exceptional ability to streamline the integration of our audience data sets into multiple demand- side platforms (DSPs) and a supply-side platform (SSPs) which has been instrumental in our partnership. Our integrations include leading platforms such as DV360, The Trade Desk, Yahoo, Adform, Pubmatic among others.
Eyeota's capability to integrate easily with these platforms has enabled the brands and agencies we work with to enhance their programmatic advertising efforts, ensuring that they effectively reach and engage target audiences across various sites.
Eyeota provides Outra, a data science company, with an ideal and scalable go-to- market strategy in an environment where we can distribute our data to multiple clients.
In addition to this, Eyeota's forward-thinking vision in a post-cookie world aligns perfectly with our strategic objectives, as the digital advertising landscape evolves, and cookies become less prevalent.
In what markets do you provide audience solutions?
Currently in the UK only.
Why do you think audience data is important for today's marketers?
In today's fast-evolving digital landscape, marketers and advertisers recognise the important role that data plays in driving successful campaigns. By understanding the demographics, behaviours, and preferences of their target audiences, marketers can craft more precise and effective strategic plans. This level of detail enables advertisers to anticipate the needs and interests of their audiences, ensuring that their messaging resonates and drives engagement.
Another critical advantage of leveraging audience data is the ability to maximise advertising budgets by targeting only the most relevant audiences. It is essential to ensure that campaigns are reaching those who are most likely to be interested in the product or service being offered. This targeted approach not only improves the efficiency of advertising spend but also increases the likelihood of higher conversion rates and return on investment.
What industry trends are you most excited about?
Innovations such as data clean rooms and emphasis on sustainability will redefine how marketers and advertisers approach their strategies, creating new opportunities for more effective and responsible practices.
As consumers are more interested in environmentally conscious practices from the brands they support, marketers and advertisers are starting to integrate sustainability into their core strategies. By leveraging data, businesses can optimise their supply chains, reduce waste, and create more eco-friendly advertising materials. This not only aligns with consumer values but also drives loyalty and long- term success.
Data clean rooms represent a paradigm shift in how data is managed and utilised. Brands can use clean rooms to understand consumer preferences and behaviours in a way that respects privacy. This leads to even more relevant and engaging campaigns that resonate with audiences on a deeper level.
Also, the increased use of AI to predict consumer behaviour provides brands with a marketing leading advantage.
Reach out to our Audience Specialists at the Data Desk