Amar Krishna Jha
Da Miracle
16/2E, Dover Terrace
P.O. Box: 700008
kolkata, West Bengal
how analytics can be used in the retail industry to effectively market to individual customers.  - Digtal marketing & Growth hacking Consultant, Kolkata, India

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how analytics can be used in the retail industry to effectively market to individual customers. 

Data is not information & Information is not insight. 
Insights take time. Sometimes an year or more.

I share this ( and few more based on what they will relate best to retail, politics, video games, entertainment) story with my audience. 

how analytics can be used in the retail industry to effectively market to individual customers. 

In 2012, word was out that Target had created an algorithm that could predict when a woman may be pregnant based on her prior purchases. 

Target has used this knowledge to directly market to expectant mothers by sending coupons in the mail for items related to their new bundle of joy. 

The idea was that as major life changes happen (such as having a baby), consumers change their buying habits. 

Target wanted to get a jump on other retailers by getting expectant mothers in the store before their babies arrived so they would become Target customers for life. 

However, one news-worthy anecdote serves as a cautionary tale; one man was angered to find that his teenaged daughter was sent a booklet of baby-related coupons in the mail. He went to his local Target and demanded an apology. 

A few days later, a representative from Target called this man to apologize, but was surprised when the customer replied, “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.” 

The moral is: don’t be creepy. 

To address this issue, Target began to mix in ads for other products along with the baby products in its mailings to prospective mothers, so as not to alarm these customers. 

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