Data & analytics: analysis and optimization of your advertising campaigns

Our data solutions
Targeting, retargeting and analyses

Our data solutions form the basis for our data-driven cross-media campaigns.

They are based on real behavioural data from the everyday lives of the Swiss public, combined with responsible handling, clear proof of origin and the highest data protection standards.

This enables you to reach real people at relevant moments – at their letter box, online, on their smartphone or in front of DOOH screens. And modern analyses ensure that every campaign has a real impact: visible, traceable, repeatable.

With our targeting solutions, you reach real people at relevant moments because we select target groups so that they really exist – based on first-party data, zero-party data and behaviour-based parcel transaction data.

Targeting features

Basic: socio-demographic characteristics such as age, gender, language and geographical characteristics such as language regions, postcode or distance in minutes to a destination location.
Advanced: over 30 affinity characteristics such as sport, books and reading, household products, pets, but also DIY, furniture and fashion. Socio-demographic characteristics such as household size and income or a “No advertising” sticker.
Pro: targeting features based on life stages such as parents-to-be, imminent move or retirement provision. Additionally, other customer fact features such as household type and living situation, profession, car ownership and many more.

Want to find out more about our zero-party data?

Retargeting means: real impact through real interactions. We address people who have already responded and, thanks to the combination of different touchpoints, reach them repeatedly and in a highly targeted manner − for greater impact and more efficient campaigns. Our retargeting channels are diverse: QR scans on addressed and unaddressed mailings or on DOOH areas, e-mail openings, e-mail clicks, display or video ads and other measurable interactions.

With our analysis products, we make visible what really works – across channels, measurable, transparent. Optimize future campaigns using data and cross-media.

Existing customer exclusion: With existing customer exclusion, we can ensure that the data of your existing customers is excluded from a campaign on request, in order to avoid coverage wastage and optimize new customer acquisition.
Advertising material analysis: With an AI-based analysis tool based on eye tracking data and neuroscientific findings, we systematically analyse your advertising material in terms of efficiency, impact and optimization potential – particularly with regard to design, message, placement and performance.
Post-analysis: Once your campaign is over, we can use our post-analysis to gain insights for future measures, identify further optimization potential and derive recommendations for action for future campaigns. Benefit from three different types of post-analysis:
- The audience analysis considers the total target group reached, regardless of reactions.
- The responder analysis examines the structure and characteristics of the people who responded to the campaign (e.g. opening, clicking).
- The converter analysis focuses on people who actually converted after the reaction (e.g. purchase, registration).

Data basis
Where our data comes from

A solid foundation is needed to enable effective, data-driven campaigns. Our data comes from clearly defined, transparent and responsibly used sources – always data protection compliant, always traceable.

Our database allows us to address a target group in a way that is not theoretical, but based on real patterns of behaviour. Swiss Post Advertising bases its targeting and analysis activities on a verified, data protection-compliant database of over 1.7 million people in Switzerland who have actively agreed to receive suitable offers from third parties. These opt-ins arise at various Swiss Post touchpoints as part of the use of services and can be cancelled at any time.

We identify target groups that match your advertising project thematically, demographically or based on behaviour, ensuring that your advertising those people who can get real added value from your offer.

Why it’s important

The combination of internal and external data sources enables:

Highest relevance in target group communication
Broad coverage via physical and digital channels
Trustworthy data quality with a clear origin
Transparency towards advertisers and their customers
Responsible use in accordance with strict Swiss data protection standards

Responsible handling of data
Security, fairness and trust

Data is a valuable commodity – and a major responsibility at the same time. Data protection is the top priority at Swiss Post Advertising. We rely on the highest security standards, transparent processes and clear ethical guidelines to ensure that you and your customers can count on us at all times.

We are proud to be ISO 207001-certified. In addition, our data practices have been awarded the Data Fairness Label – a quality seal for the transparent, fair and responsible use of data. Swiss Post Advertising also undertakes to make ethical decisions, particularly on sensitive topics or complex target groups. In this way, we create a basis for successful, effective and responsible data-based advertising.