Path2Response Technology & Data
Data Cooperative Model
What is a Data Cooperative?
Path2Response operates as a marketing data cooperative where member organizations (retailers, nonprofits, catalogs) contribute customer data in exchange for access to other consumers’ information. This creates a shared pool of transaction data that benefits all members.
How It Works
- Members contribute their customer transaction data to the cooperative
- Path2Response aggregates data across all members
- Machine learning models identify patterns and build audiences
- Members access audiences of consumers who have demonstrated relevant behaviors
Data Assets
Transaction Data
| Metric | Value |
|---|---|
| Volume | Billions of individual-level purchase transaction records |
| Update Frequency | Weekly |
| Coverage | Nationwide (US) |
| Household Reach | Nearly every US household |
| Categories | 40+ product categories |
Digital Behavior Signals
| Metric | Value |
|---|---|
| Site Visits | 5B+ unique visits daily |
| Update Frequency | Daily |
| Signal Types | Cart abandonment, pages visited, purchase history, browse behavior |
Consumer Records
| Metric | Value |
|---|---|
| Individual Records | Hundreds of millions |
| Data Updates | 5 times weekly (Path2Linkage) |
| Identity Foundation | First-party (Name & Address) linked to transaction history |
Data Sources
Primary Sources
- Cooperative Database: Member-contributed customer transaction data
- Website Tracking: Cookies and similar technologies capturing browsing behavior
- Digital Activity: Online behavior signals and site visitation data
Secondary Sources
- Public records
- Census data
- Telephone directories
- Licensed third-party data
- Online activity providers
Technology Platform
Machine Learning Approach
Path2Response emphasizes automated, ML-driven data processing:
- Single Configurable Model: One model architecture with thousands of iterations
- Scale: Processes billions of data points per model run
- Speed: “Thousands of iterations in a single day”
- Automation: Reduces manual methods and human bias
- Optimization: Identifies optimal performance and maximum scale
Key Technical Capabilities
| Capability | Description |
|---|---|
| Audience Delivery | Custom audiences delivered within hours |
| Site Visitor ID | 24-48 hour turnaround from identification to fulfillment |
| Recency Tracking | Identifies active shoppers within 24-48 hours of last purchase |
| Segment Library | 300+ unique audience segments |
| Activity Windows | 30, 60, 90-day behavioral windows |
Data Processing Pipeline
- Ingest: Daily digital signals, weekly transaction data
- Match: Link records across sources using first-party identifiers
- Model: Run ML iterations to build optimized audiences
- Score: Rank consumers by response likelihood / direct response-readiness
- Deliver: Provide audiences for campaign deployment
Data Quality & Differentiation
First-Party Focus
Path2Response emphasizes using verified, transaction-based data:
“Actual, verified buying behavior—not ‘modeled’ intent or stagnant surveys”
“Proven shoppers, not ‘ghost’ leads”
Data Freshness
- Transaction records updated weekly
- Digital behavior signals updated daily
- Site visitor identification within 24-48 hours
Exclusions
Path2Linkage explicitly excludes unverified third-party data sources to maintain data quality.
Privacy & Compliance
Regulatory Status
- Registered as a data broker under Texas law with the Texas Secretary of State
- SOC-2 certified (mentioned in nonprofit marketing materials)
Consumer Privacy Rights
| Right | Mechanism |
|---|---|
| Opt-Out of Data Services | Privacy portal or phone: (888) 914-9661, PIN 625 484 |
| Opt-Out of Marketing Emails | Unsubscribe links |
| Cookie Management | Browser settings |
| California Rights | Opt-out of sales/sharing |
| Virginia/Connecticut Rights | Access, delete, correct |
| Nevada Rights | Opt-out of “sales” |
Data Retention
“We will retain personal information for as long as necessary to fulfill the purpose of collection” including legal requirements and fraud prevention.
Compliance Framework
Path2Linkage is described as “compliant with federal and state privacy legislation, including disclosure, consent, and opt-in requirements.”
Integration Channels
Audiences can be deployed across:
- Direct mail
- Digital display advertising
- Mobile advertising
- Connected TV (CTV)
- Multi-channel campaigns