3/7/2012

Luxury e-tailer Gilt Groupe's biggest asset is its consumer data, observers say, which the company can tap into to tailor its own outreach efforts and to provide highly targeted advertising options to its clients. The company sends out 2,000 different versions of its daily e-mail newsletter based on users' history on the site, and offers similarly focused ad targeting to brands. "Its data modeling ... provides Gilt with a kind of Holy Grail in advertising: quantitative data on the spending patterns of loyal, wealthy, nearly recession-proof consumers," writes Shelley DuBois.

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