Using New Data for Marketing that is “Just Right”

You go to and you see baby clothes prominently featured on the homepage. You sign up for the newsletter that promises daily special deals on baby clothes and toys. It is a no-brainer, your first child is on the way.

Macy’s newsletter arrives in your inbox promptly at 5:55 AM every morning, just as you sit down with coffee and fire up your email. On Fridays, it arrives at 6:30 AM. You always sleep in a little on Friday.

On Saturday, you walk into your local furniture for the nursery. On Monday, you notice a crib in the sidebar of your Macy’s email.

Across town, your friend receives an email from Macy’s at 8:25 AM. Well timed, it arrives as she sits down in the office to check personal email before the real work day begins. [Read more…]