The more that marketers use data to inform their decisions, the more relevant the marketing is for the recipient. McKinsey has a great piece on how Gilt Groupe is creating highly-personalized marketing for their customers by leveraging the data they’ve collected over the past 5 years:
Within a single minute at noon everyday, there are over 3000 versions of our message that go out to customers, based on what they shop for, what they like, even what sizes they wear. It’s tailored, one-to-one communication with the customer.
Check out the full article here: http://cmsoforum.mckinsey.com/article/gilt-groupe-using-big-data-mobile-and-social-media-to-reinvent-shopping