Like many eyewear retailers, the brand collects prescriptions and exam results as part of its customer experience. Because this data qualifies as Protected Health Information (PHI) under HIPAA, it can’t legally be used for marketing segmentation or campaign targeting.
Faraday consumer data enriched customer records with demographics, lifestyle attributes, and household‑level geo—so the team could act without touching sensitive PHI.
The brand’s most informative fields were effectively off-limits, creating blind spots that inflated CAC, skewed age distributions, and slowed campaign velocity.
Faraday appended non‑PHI consumer data from the Identity Graph, restoring reliable age, household, and location context.
A weekly closest‑store feed powered geo‑personalized email/SMS/push; enriched cohorts aligned cleanly with survey‑based attitudinal segments.
With a solid foundation, the team layered custom predictive datapoints (repeat‑purchase & product‑interest) and ran a lite Market Opportunity Analysis to focus spend.
Results: age distribution rebalanced to match survey truth, store-adjacent messaging became a high‑engagement staple, testing velocity increased without PHI approvals, and CAC efficiency improved as higher‑quality segments were activated.
