Amazon’s advertising revenues are forecast to reach $30 billion this financial year, close to 6 per cent of its retail sales, and many multiples beyond that of most traditional retailers. Its secret is its data-driven and personalised model. Omnichannel retailers need to find ways to use the data they hold to personalise ads to customers shopping in stores if they want to match Amazon’s advertising success. A few are now starting to take steps in this direction. Amazon’s advertising succes
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