Database Marketing

For Retailers, 'Small' Data is the Key to Impactful Personalized and Localized Campaigns
August 11, 2022 at 10:51 am

Personalization might be the word of the year for retail marketing. As technology has evolved, retailers are now able to scale local promotions to maintain the reach that only national promotions in a bygone era of big TV commercial budgets and Times Square takeovers would have delivered. It’s widely known that consumer preferences have shifted…

Retail Media Networks and Loyalty Programs — Better Together
June 27, 2022 at 8:07 pm

Retailers are embracing new sources of revenue outside of the traditional retail model — from rethinking how to use their physical stores to monetizing their delivery networks to utilizing their customer data for revenue streams such as advertising. Large retailers such as Target, Kroger, and Walmart are cashing in on the shift away from third-party…

Using Global Location Data to Ramp Up Your Retail Business
April 27, 2022 at 4:07 pm

Human mobility data can drive better decision making and adapt more easily to changing circumstances. This type of data comprises anonymized, aggregated information regarding people movements based on their cellular network locations. For retailers, it can be used for anything from determining which products to carry to which shop locations to prioritize. Traditional sales data…

Grabbing the Holy Grail of Marketing: 1-to-1 Personalization With First- and Zero-Party Data
March 15, 2022 at 4:15 pm

Five years ago, McKinsey published an article calling ad personalization at scale the “holy grail” of digital marketing for consumer product brands. In those lower customer acquisition cost (CAC) and spray-and-pray Facebook ad strategy days, it was only feasible for marketers at the largest brands to properly implement McKinsey’s recommendations. But that was five years…

The 0.5 Data Concept: What’s Between Zero and First, and Why it Matters
January 4, 2022 at 9:51 am

Let’s talk about the positive side of digital advertising, as it deserves equal airtime. The advertising industry is on the precipice of a more transparent ecosystem. Instead of creepy targeted marketing, consumers expect honest, personalized tactics, which will ultimately drive engagement and revenue. Here’s the thing I’ve noticed: many consumers are happy with the inspiration…

How Retailers Can Use Zero- and First-Party Data to Win This Holiday Season
December 14, 2021 at 6:18 pm

From Amazon.com to Facebook, privacy is at the forefront of major corporations’ product and service updates. Even consumers are changing their purchasing behavior to pick devices and products that ensure their privacy is protected. In June, Apple unveiled a series of privacy leadership initiatives, which included its Mail Privacy Protection update. With this new update,…

Carter's Builds Emotional Connections With Customers Through Data
December 1, 2021 at 4:04 pm

In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan interviews Jennifer Lee-Harrison, vice president of demand generation at Carter's, and Youna Kim, senior director of integrated performance media at Merkle. Lee-Harrison and Kim discuss their backgrounds and current roles, their takes on the state of the retail industry heading into another COVID-impacted holiday season, and…

What Businesses Need to Know About Marketing to Survive the Holiday Season
November 29, 2021 at 11:56 am

The supply chain challenges couldn't come at a worse time for businesses. After a slower-than-average holiday season last year due to the pandemic, suddenly businesses are faced with supply chain slowdowns that make it difficult for them to deliver their products to customers in a timely fashion. These challenges are particularly salient for the medium-sized…

Data-Driven Marketing: Using Data to Help Boost Holiday Retail Sales
November 8, 2021 at 6:53 pm

Whether it’s purchasing holiday gifts, festive home décor or plane tickets, consumers begin opening their wallets liberally each fall in preparation for the holiday season. This year, retailers may experience an even bigger surge in consumer spending as restrictions around the COVID-19 pandemic wane and people plan long-awaited celebrations with friends and family. While remaining…

How First-Party Data Enrichment Helps Retailers Prepare for the Holiday Season
September 22, 2021 at 9:39 pm

Black Friday and Cyber Monday are just around the corner. In fact, according to the National Retail Federation (NRF): 59 percent of consumers started shopping for the 2020 holidays in early November; and by late November, 85 percent of consumers had already started their 2020 holiday season shopping. Furthermore, despite the pandemic, 2020 holiday sales…