With Kraft increasing its investment in programmatic, the company is using data on 17 years' worth of magazine subscriptions, 100 million site visitors and $20 billion worth of transactions to surface creative chronologically by impression in a way that harnesses past interactions. “We didn’t build a system to optimize digital,” Rupczynski said. “We built a system to predict need.”
By constrast, subscription ecommerce startup Birchbox doesn’t have years of historical data or in-store records, so it buckets based on three categories: customer-supplied data, transactional data and behavioral data. The latter includes time on site, articles read or whether the customer commonly refers friends. This structure plays a key role in its customer-retention, user-acquisition and targeting strategies.
This data helps inform “what we give back to brand partners to say, ‘This is what the consumer thinks of you,'” said Birchbox CMO Deena Bahri.
For Birchbox, real-time data is not as important as relevant data. “It’s a balance between instinct and feedback data vs. purchase data, but the conversion ultimately tells the story,” Bahri said.