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Now, although the company is still a significant presence on the Internet under brand names such as ESPN, ABC, SoapNet and so on, the purpose is not so much to create stand-alone portals like Go.com as it is to promote its brands and aggregate data about customers, then use it to tailor marketing pitches.
Now, although the company is still a significant presence on the internet under such brand names as ESPN, ABC and SoapNet, the purpose is not so much to create stand-alone portals like Go.com as it is to promote its brands and aggregate data about customers, then use it to tailor marketing pitches.
Intuit could give vendors information if they agree to use it to tailor their offerings for that customer.
This information is then passed on to the drug reps, who use it to tailor their drug-detailing strategies.
Companies like IMS and Verispan sell the data to pharmaceutical companies, which use it to tailor their marketing plans to specific doctors.
Web advertising, though, can draw on the huge stash of information that advertisers and app makers have collected about consumers and use it to tailor a targeted message.
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Led by Harrah's, whose boss, Gary Loveman, is a former economics professor, they have become experts in collecting information about their customers and using it to tailor promotions.
Dynamic Yield's tools gather data from multiple sources, including websites, mobile apps, email, and online ads, that are usually siloed, and uses it to automatically tailor the content that each customer sees based on information about their past purchases, browsing history, and geographical location.
At the moment the technology is in its early stages, but already hospitals are using it to make tailor-made implants for patients.
Cloning is an arduous process, and using it to create tailor-made replacement cells may prove impractical.
As well as persuading people to visit sites carrying PepsiCo products, the experiment with Foursquare has also given the firm useful data about, for example, foot traffic to stores, which it can use to tailor promotions.
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