Samsung's model for marketing personalization
Digital devices and big data, when used in combination, point to a future where marketing messages may be crafted on a truly one-to-one basis.
Marc Mathieu, the CMO of Samsung North America, is better placed than almost any other brand custodian to explore these new possibilities. And this enviable position results from the fact he enjoys direct access to consumers (and a stream of related first-party data) thanks to the firm's expansive slate of connected devices – a list spanning tablets, smartphones, virtual-reality headsets … and even refrigerators.
And, according to Mathieu,...