2017-09-28
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Good data is in the eye of a skeptical beholder, but it can change the way retailers do business.

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Good data is in the eye of a skeptical beholder, but it can change the way retailers do business.

That is the key take-away from the Advertising Week panel on the future of good data, held here in New York City this week. 

The foundation for this outlook is first-party data — the information retailers have about their own customers. In Target's case, that enabled a migration from an idea of who the customer is; to a customer profile; to a data marketplace accessible to other companies, explained Kristi Argyilan, SVP for marketing. The Target Media Network, as it is called, has been online for the past year. 

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