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Industries · Retail & E-commerce · DTC · Marketplace · Omnichannel · Subscription

Retail and e-commerce, from the shoppers you could not see to profit-weighted audiences on every platform.

A DTC brand wants the households that abandoned a cart last night. A national retailer wants every store's catchment, every online shopper and every loyalty member resolved to one person, measured across CTV, mail and the app. The purchase, affinity, household and device fields on 240M adults do both, and the ladder between them is where most brands find their next margin.

Book a free demo Start at rung one

Audiences are built on purchase behavior, affinity and household fields, pushed as SHA-256 hashes; customers are suppressed so the spend goes to new buyers.

  • Online-buyer, catalog-buyer, merchandise-category, continuity and spend fields from the purchase bundle, with affinity on hundreds of interests.
  • Mobile ad IDs, hashed emails and linked IPs, so the same shopper matches on Meta, TikTok, Pinterest, Google and CTV.
  • Direct mail from the graph or your own list, in home within a week, matched back to orders by address.
Smart Exclusion · Customers · 48,210 people on 3 lists
SourcesShopify · all customers · liveKlaviyo · subscribersAmazon export
Expanded131,400 identifiers71K emails · 38K phones · 22K mobile ad IDs
ExcludedMeta · 89% of customersGoogle · 81%TikTok · 76%
ReclaimedSpend to new buyers this monthApplied to Direct Mail
Add PinterestBuild the lookalike seedMail the lapsed
240M+US adults in the graph
120Mbusinesses, with the people in them
2Tintent signals read a day
400+attributes on a person

What the graph holds for retail

The fields that separate a new buyer from a customer you already have.

Four of the sixteen bundles, picked for this industry. See everything in the graph →

PurchaseHow and what they buyOnline buyer, catalog and mail-order buyer, continuity programs, club memberships, merchandise categories and spend totals.Open this table in the data dictionary → AffinityInterests and readingHundreds of interest flags, from fitness and cooking to pets, travel and home improvement, for category audiences and seeds.Open this table in the data dictionary → DevicesMobile ad IDs and IPsIDFA, AAID, linked IP addresses and linked hashed emails, so an audience matches on every platform and on CTV.Open this table in the data dictionary → Household & propertyAbout 250 fields on where they liveAddress, dwelling type, carrier route and household composition for store catchments, mail drops and family-stage audiences.Open this table in the data dictionary →

The ladder · simplest to largest

Five rungs, from one Shopify store to an omnichannel warehouse.

Retail starts on rung two more often than any other industry, because suppression pays for itself in the first month. The rest of the ladder is about who you spend on and how you measure it.

Rung 1 · Day one

A DTC brand, a Shopify store, a single-location retailer with a website

See who shopped last night, and pull the first category list.

The Website ID tag shows the households that browsed, carted and left, with their fields, by the next morning. Pull one US Consumer Data segment on the purchase and affinity fields your buyers share, in the geographies you ship to or the catchment of the store, and use it for the first mailing or the first hashed audience.

  1. Install the Website ID tag; by tomorrow the shoppers are in the app with the pages they viewed.
  2. Read a week: which categories draw which households, who carts and leaves.
  3. Pull one US Consumer Data segment on the category buyers and affinities that look like your customers.
Website IDUS Consumer Data
Rung 2 · First month

A brand with a paid budget, an email list and customers it keeps paying to re-acquire

Suppress the customers, advertise to the lookalike, and mail the ones who buy by mail.

Smart Exclusion connects Shopify, Klaviyo, the CRM or a file, expands every customer to every identifier the graph knows, and excludes them on Meta, Google, TikTok, Pinterest and CTV as orders come in. Ad Audiences builds the new-buyer audience from purchase and affinity fields and pushes it hashed, with the match rate shown first. Direct Mail takes the catalog-buyer households and puts a piece in the home within a week.

  1. Connect the store to Smart Exclusion; customers are excluded everywhere, refreshed as orders arrive.
  2. Build the new-buyer audience in Ad Audiences from category, affinity and household fields.
  3. Mail the catalog-and-mail-order buyers through Direct Mail; match orders back by address.
Smart ExclusionAd AudiencesDirect Mail
Rung 3 · First quarter

A retailer with a loyalty program, a CRM and an email platform

Enrich the customer file, and watch who is shopping the category this week.

Enrich appends household, purchase, affinity and life-stage fields to every customer and subscriber, written back to Klaviyo, HubSpot or the CDP through Integrations, so segmentation runs on 400 fields instead of order history alone. Pulse watches lapsed customers and subscribers for the week they research your category again and routes them to a win-back flow.

  1. Enrich the customer file and the subscriber list with Enrich; the match rate shows first.
  2. Put lapsed customers and prospects on Pulse; weekly, who is in market for the category.
  3. Route to win-back and category flows through Integrations; segment by life stage, affinity and spend band.
EnrichPulseSmart Exclusion
Rung 4 · First year

A brand with an analyst, a warehouse and a margin to protect

Model lifetime value, weight the audiences by profit, and feed the competitors' shoppers.

Join enriched customer fields and identified Website ID visitors to orders, returns and margin, fit an LTV or a first-order-profit model, and score prospects and visitors daily by API. Seed Ad Audiences with the profitable decile instead of the responsive one. Scope a Custom Intent Feeds feed on your category, your products and the brands shoppers compare you with.

  1. Train on margin, not clicks: affinity, purchase and household fields plus visit depth usually explain most of the variance.
  2. Score daily by API or through the MCP server; refresh seeds, suppression and mail from the same scores.
  3. Build the Custom Intent Feeds feed to a written scope: category terms, product names, competing brands.
Custom Intent FeedsEnrichWebsite IDAd Audiences
Rung 5 · At scale

A national retailer, a marketplace, a retail media network, a holding company

Resolve every store, channel and loyalty member to one person, and measure it in a clean room.

Enterprise delivers the graph on a schedule to the warehouse or CDP, resolves online, in-store and loyalty identities to one person, runs matching with brands and media partners in the Clean Room, and streams audiences to The Trade Desk integration for CTV and programmatic. Retail media networks license the graph to enrich their own first-party audiences for advertisers. A proof of concept on your customer file comes first.

  1. Proof of concept: the customer file against the graph, match rate and field coverage reported.
  2. Scheduled delivery into the warehouse or CDP; one person key across stores, web and loyalty.
  3. Clean-room measurement with partners; CTV and programmatic through the DSP integrations.
EnterpriseCustom Intent FeedsAd AudiencesSmart Exclusion

What retail teams use it for

What brands, retailers and marketplaces run on the graph.

Customer suppression on every platform

Customers expanded to every identifier and excluded from Meta, Google, TikTok, Pinterest and CTV as orders come in.

Smart Exclusion

Abandoned-cart households

The households that carted and left last night, as a mail list and a hashed audience.

Website IDDirect Mail

Category new-buyer audiences

Online buyers in your merchandise category with the right affinities, in the geographies you ship to.

Ad AudiencesUS Consumer Data

Catalog and mail-order buyers

Households that buy by mail, in the post within a week, matched back to orders.

Direct MailUS Consumer Data

Loyalty enrichment

Members enriched with household, purchase and affinity fields for segmentation the order history cannot give.

Enrich

Win-back on intent

Lapsed customers researching the category again this week, routed to a win-back flow.

Pulse

Competitor-brand feeds

Shoppers researching the brands you are compared with, delivered daily.

Custom Intent Feeds

Wholesale and B2B accounts

Retail buyers and category managers at the chains you want to be stocked in, phones validated.

B2B DataChrome extension

Retail media and clean rooms

First-party audiences enriched for advertisers and measured without moving PII.

Enterprise

Agencies serving brands

Every product under your brand, one sub-account per client.

Agency DaaS

Use it right

Hashed in, hashed out, and every opt-out honored.

What applies when the buyer sells to consumers at volume. Your counsel decides; this is how the data behaves.

  • Hashed audiences. Audiences and suppression lists reach the platforms as SHA-256 hashes; your customer file stays yours and is matched, never shared.
  • Privacy laws. CCPA and the state laws that followed it give shoppers rights you must honor; DataMoon honors opt-outs across every product and on every refresh, including records you already pulled.
  • Email and SMS. CAN-SPAM applies to email and TCPA to texts; consent for SMS is yours to obtain. Phones carry line types and do-not-call flags.
  • Platform policies. Meta, Google and TikTok set their own rules on custom audiences and sensitive categories; the match rate and acceptance show before you spend.
  • Children. The graph holds adults only.

Questions

Questions a brand's growth team asks first.

How much of our ad spend reaches existing customers?

Usually more than the team expects. Connect the store to Smart Exclusion and the overlap between your customers and the audiences you run today shows before anything is excluded.

Does suppression keep up with new orders?

Yes. Connected sources refresh as orders arrive; a customer who bought this morning is excluded by this afternoon across every connected platform.

Can we build audiences on what people buy?

Yes. The purchase bundle carries online-buyer, catalog-buyer, merchandise-category, continuity and spend fields; affinity adds hundreds of interest flags; both are selection criteria in Ad Audiences and US Consumer Data.

Does the pixel work on Shopify?

Yes, as one script in the theme. Shoppers show with the pages they viewed and, with the people turned on, their fields and contact information, deterministic and probabilistic matches marked separately.

What does an enterprise engagement look like?

A proof of concept on your customer file, then scheduled delivery of the graph into the warehouse or CDP, identity resolution across stores, web and loyalty, and clean-room measurement with partners, on an annual contract.

Other industries

The same graph, a different ladder.

Restaurants & QSRFitness & WellnessTravel & HospitalityMarketing AgenciesAll industries

Book a free demo

Connect your store on the call. We show how much spend reaches your own customers.

Thirty minutes: the store or customer file connected, the overlap with the audiences you run today, one new-buyer segment counted with its match rate, and the next rung written down.

Book a free demoSee how it works

Thirty minutes, live on your own data. A person who knows the products and this industry runs the call. By continuing you accept the DataMoon terms.