‘Facing Facebook, Google and Amazon, brands pool their data’ – Marketing Land
Barry Levine says, “As the internet continues to blur many competitive differences like pricing and product selection, brands have increasingly seen their customer data as a key differentiator.
But, as it turns out, there’s a bigger competitive headache beyond whether a customer is just a click away from buying something like what you’re selling, but cheaper. It’s the planet-sized customer webs run by Facebook, Google and Amazon — online ecosystems so large that their centrality to advertising and retailing threatens even established smaller brands.
To gain the scale they need to compete, many brands are pooling their data and sharing it in some iteration of cooperation. The competitive angst of giving your treasured customer data to competitors and potential competitors — even when it is anonymized and grouped into segments — is exceeded by the need to know what your visitors/customers are doing elsewhere.
This data can help target and retarget customers, know what they are interested in buying and when they’re ready to buy, and know which devices are owned by individuals or households”.
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