Want to see a key difference between how our industry uses data and how direct marketers and brands have been using data for decades? Try this experiment: buy something from a Frontgate, Victoria’s Secret or Land’s End catalogue, then wait 30 days and watch the magic unfold.
You’ll probably receive a new catalogue from the merchant with whom you did business within your product shipment, as well as a new one in a few weeks. You’ll also get other catalogues from different – even competing — merchants. And you’ll almost certainly be able to ascertain what the relationship is to these other catalogue’s products and what you bought. For example, if you purchase five big planting urns from Frontgate, you’ll probably get catalogues from companies that sell other home-and-garden items, like benches, hoses and other gardening equipment. It’s not terribly complicated.
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