It is a cornerstone that not only

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With annual revenues estimated at more than 20 billion dollars, Macy's is one of the most iconic retailers in the American market. Maintaining the loyalty of its customers through increasingly personalized strategies is a fundamental element of its success. allows retailers to build loyalty among their target audiences with personalized campaigns, but also translates into better optimization of the resources allocated to marketing. As Karem Tomak, vice president of analytics for Macy's.com , mentions , the analysis of the data that their clients generate both in physical points of sale and in the online store, allows them to understand the particularities of each consumer segment in order to offer tailored content and products through a strategy of offers and discounts in real time via push messages both in stores and on mobile devices.


“Customers share a lot of information germany whatsapp number data with us and our job is to support them in return for their loyalty by giving them what they want, instantly,” Tomak said. The consequence of this Big Data-based strategy is a savings of 500 thousand dollars per year for the brand in analysis and indiscriminate e-mail marketing sending, as well as a 20 percent reduction in unsubscribe requests for its newsletters. Data in numbers What Macy's did is just one example of the relevance that data management and analysis has today in marketing strategies, as well as one of the reasons why Big Data is listed as one of the 'trends of the future' in the industry as a vital resource for personalizing the offer.