Offline data refers to data used for data-driven marketing on digital marketing channels and which originates from offline sources. Offline data can be the owner’s data – from CRM data files – or data bought from offline data vendors. Offline data offered by vendors can be retail transactions from credit card networks, aggregated offline catalog transactions, syndicated loyalty-card data and more. Regardless of where offline data comes from, the onboarding process removes personally identifiable information, leaving the population that is targetable as a group, but anonymous.