Campaign Analytics powered by data science is a process of decoding consumer signals to reveal actionable marketing, media, and membership program insights to optimise reach, power personal relevance, and build long-term consumer connections across paid and owned channels. The data used in the analysis includes member/consumer relevant data such as engagement, offline and online purchase data, demographics, segmentation, CLTV (customer lifetime value), churn probability, and digital activity. The goal is to use all these dimensions to make recommendations on the relevant campaigns at a segment level or even at a member level, tailoring the best targeting groups for each campaign and vice versa to achieve maximum reach and relevance, while optimising the consumer's digital experience.