4. Data in Advertising
Marketers have used data for probably as long as marketing has existed. Large retailers historically built giant data warehouses of data to analyze consumer behavior and better understand how to market to potential buyers. (The first company I founded, Informatica, now a $1 billion revenue business, sold marketers the software to build these large data warehouses, and my second company, Celequest, which is now part of IBM, built software to help analyze the data.)
Historically data was collected in very large databases and used to do offline analysis of consumer purchase behavior and to plan future marketing spend, based on what was selling, who was buying, etc. Data was crunched to figure out price sensitivity and the ...
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