Ex­am­ples in­clude:

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> Kim­berly-clark’s Kleenex mar­ket­ing team op­ti­mises me­dia in­vest­ment and lo­ca­tion by us­ing Google flu-re­lated search data to iden­tify ar­eas where de­mand for tis­sues will most likely in­crease. By us­ing one sim­ple real-time data source to adapt its ad­ver­tis­ing, Kleenex sales went up by over 40% year-on-year.

> Net­flix uses view­ing data to as­sess what direc­tors, ac­tors, and pro­grammes its sub­scribers like, and then com­mis­sions new pro­grammes like House of Cards to add new sub­scribers.

> Travel ser­vice com­pany Or­b­itz iden­ti­fies a user’s smart­phone op­er­at­ing sys­tem to adapt ho­tel rec­om­men­da­tions in real-time. Or­b­itz knows from its his­tor­i­cal data that Ap­ple users tend to spend $20-$30 more than An­droid users on ho­tel room book­ings.

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