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45 +profit +privacy Not so long ago, even the most loyal shoppers


were strangers to their favourite retailers. Today, it can feel like they’re best friends.


By Kevin Carbone,


chief executive of PRN and a member of the Scala board of directors


a book and the algorithms go to work, offering up a mini-library based on that one purchase. Scroll through hotel listings for a beach getaway, and the ad-serving logic makes a category leap: swimsuit options appear at the next click, curated by the consumer’s favourite brands. Most major retailers and brands have data scientists


W


entrenched in predictive analytics and behavioural research. They’re going deep on how people think – and how to influence that thinking to drive sales. At the core of targeted personalisation is our mobile phone. These intelligent devices are digital appendages


e know what that looks like online. Browse ankle boots and voila: multiple brands of similar shoes populate the screen for days – no matter the search or site. Buy


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