For brands, those books represent consumers. Each one holds a unique story of interests, habits, motivations and aspirations. But unless you know where to look, your marketing risks becoming guesswork: broad, unfocused, and ultimately inefficient. The opportunity is out there, but it is often buried in the noise.

This is where a Smart Consumer Data Platform changes everything. It acts as the catalogue, bringing order to chaos. It doesn’t just list every “book” in the library; it highlights the ones already open to your message, written in your language, and ready to engage. Suddenly, instead of wasting time searching shelves, you’re connecting with the exact stories that matter – turning potential readers into loyal audiences.

Meet ‘everyone’: A 360° View of Consumers

everyone is a Smart Consumer Data Platform offering comprehensive UK coverage with unmatched compliance, accuracy, and actionable insights. It is a national file containing information on every household in the UK and extremely detailed information on over 40 million individuals.

Underpinned by first-party data, everyone contains marketing permissions for contact across the preferred channels for the individual. Through PDV’s group-owned data collection programmes, new data is added daily. It is then supplemented with hundreds of variables covering their family life, work life, daily purchases, hobbies and interests, travel, wealth, health and attitudes.

Marketers don’t just need a list of every book in the library; they need someone to read and index each one. And that is essentially what everyone does: it quietly yet powerfully lifts the mask of anonymity from millions, to reveal real individuals primed to engage.

What makes everyone unique?

everyone delivers superior targeting and campaign performance, empowering clients to achieve more with their marketing spend. But what makes everyone really stand out?

  1. Exclusive access to niche data that PDV group companies gather through direct consumer contact. Want to target dog owners? Make it ultra personal by including the name of their dog. Keen to engage with mail order subscribers? Find out what services consumers already subscribe to. Actual factual data collected directly from consumers is what makes everyone so rich. There are hundreds of other examples just like this.
  2. In addition to market leading segmentation tools, everyone collaborated with academic professionals from the UK’s leading universities to create cutting-edge machine learning models. They provided valuable insights into human behaviour and geographic mobility to make the modelling even more sophisticated. This engagement between social sciences and industry will reinforce and sharpen how brands target.
  3. everyone has also been overlaid with real consumer behaviour including open rates, click rates, mailing responders and call file dispositions – helping brands understand channel preference for more effective targeting.

Think of it as bringing together a series of books – transaction, behaviour, channel, permission, so you can see what truly nudges that customer forward: a letter, an email, a glance on social media, an old referral. Once you understand the triggers, you can replicate them with insight and cost-effectiveness.

Privacy as Power – not a Barrier

In an age where privacy regulations are tightening and marketing permissions matter more than ever, everyone goes beyond what is considered the norm. At the heart of everyone, is our group-owned first party data collection programmes created with GDPR privacy by design at the core, but more specifically, audited and validated by the ICO.  It’s not about what you can do with data, but what you should do. Trust is the guardrail and better data performance is the outcome.

Bringing It Full Circle and Why Brands Can’t Miss Out

As marketers today, our challenge isn’t the absence of data – it’s making sense of complexity and acting with clarity. everyone turns 40 million+ UK household records into tailored, timely, and compliant customer engagement strategies. What this means, in plain terms:

  • Target customers not just by profile but by predicted action aligned to your campaign goals.
  • Optimise spend across channels because you understand where influence happens – not guess where.
  • Earn trust and loyalty because each interaction speaks in the right tone at the right time.

Unlock smarter customer acquisition with everyone.

To learn more, visit Everyone – A Smart Consumer Data Platform to explore how everyone turns consumer data into insights that drive results.

everyone is a brand name of DM Data Limited, a sister company to PDV Ltd.