Companies Need to Develop their Own Data

To understand complex patterns in consumers, to support with methods like Big Data or Machine Learning, we need lots of data. Here an example of whats being done.  Many walled gardens are being built now to exercise the possibilities of complex markets.

P&G brand chief says online ‘walled gardens’ are here to stay, so it’s using its own data to track consumers   By Megan Graham   in CNBC

P&G’s Marc Pritchard said the company’s database now has more than 1.5 billion consumer IDs and is “rapidly increasing” in size.

The company needs its own way to go after consumers because Amazon, Facebook and Google are “walled gardens” that don’t give a full picture of how their ads are performing.

Pritchard spoke at the Association of National Advertisers’ Masters of Marketing conference in Orlando, Florida.  .... "