Geoffrey Precourt

With a database of 100 million names – people who’ve had some connection to its brand – Best Buy is using detailed math to support its creative.

Greg Revelle, its Chief Marketing Officer, allowed that the two disciplines don’t always “speak the same language” or “interact particularly well.” (For more, read Best Buy underpins creative with analytics.)

But the initiative demonstrates a kind of fiercely independent self-resiliency for the retailer. “We don’t have to buy other people’s data,” he told the Association of National Advertisers’ (ANA) 2016 Masters of Measurement Conference. “We can use our own data to buy the vast majority of our media.”