Permutive enabled TMB to understand audiences across all browsers, especially in cookie-blocked environments such as Safari. TMB collected granular event data about their users, and they could use that data to customise their cohorts.
Permutive supports TMB to sell more effectively through first-party data. TMB can now proactively bring their advertising partners insights about their audience and provide detailed mid- and post-campaign wrap-ups.
These insights have provided ways to increase campaign scale by finding audiences that may have fallen outside of the defined campaign targeting. By using TMB, advertisers can now not only reach audiences at scale but can get a deeper understanding of what their audiences are interested in.
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Working with Permutive, TMB were able to launch TI360, an idea they had previously theorised but weren’t able to execute. With a taxonomy structure and collecting on all environments, working with Permutive drove the product’s launch and gave TMB insights pre, mid and post-sale. “With Permutive, we can define the properties and the events that we’re collecting,” says Stephanie Mazzamaro, VP, Data Product & Operations at TMB.
Cohort and revenue insights
Most of TMB’s teams use Permutive Insights for wrap-up reports and optimisations. Revenue insights are also used to find prospects, deep dive into audience cards for specific advertisers, and find data points for outreach.
Permutive has also been the driving force for TMB’s authentication plan, working on a roadmap to overhaul their email process. “It was an initiative of mine from a data strategy standpoint to future-proof our business,” says Mazzamaro. “I didn’t expect that Permutive would help drive that.”
Outside of sales and programmatic, TMB is trialling the use of Permutive for editorial purposes, e-commerce, and affiliates. One example is the consumer marketing team, which sells subscriptions, books, and products, have used Permutive to overhaul its process to start segmenting its audience for email campaigns.