Online auction data released for direct mail targeting

eBay has licenced data on 140 million UK transactions to Royal Mail to support targeting at postcode level by propensity to buy. The eBay market data provides anonymous, aggregated information on purchase history, products bought and levels of spend through the Royal Mail Insight Tool, developed with Advanced Ecommerce Research Systems.

The goal of the data initiative is to support better targeting of direct mail campaigns by providing an indicating of propensity to buy and product or brand preferences. The data will be updated monthly and can be segmented by a wide range of demographic and categoric selections, as well as the Cameo classification.

Antony Miller, head of media development at Royal Mail, says: “This new planning and insight tool marks significant progress for Royal Mail’s evolution into a true media owner, providing unparalleled access and insight to specific audience demographics.”

He adds: “By providing access to eBay market data, the Royal Mail Insight Tool gives advertisers and planners unprecedented levels of nationwide insight into purchase patterns, levels of spend and purchase type down to postcode level. This kind of insight is invaluable to brands, helping them to boost their campaign return on investment by improving planning and reducing wastage through better targeting.”  

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here