Kimberly-Clark Co. is aiming to shift from selling its products through retailers and instead build its own “deal database” through a promotion-analytics firm, Advertising Age reports. While the company has been tracking how often and where people redeem digital offers as well as how often they share them with friends via social media, it now wants to collect data—via informed consent—that it can use in less anonymous ways for more engaging promotions and targeting. Meanwhile, Twitter has acquired Gnip—a company that specializes in collecting, organizing and sharing social data, which Twitter says will help it provide “more sophisticated data sets and better data enrichments” for developers and businesses.
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