The rise and fall of billion-dollar jewelry empire Alex and Ani

Please forgive me for not being familiar with this brand until last week. They came up during a conversation about digital marketing because of their pioneering work with data. “Well before it became standard industry practice, Alex and Ani began scooping up all the clickstream data it could — every tap and swipe on the website, every email opened or ignored — and combining it with whatever social media behavior they could identify to build highly detailed profiles of each customer or prospect. Adding third-party data, including anonymized geolocation signals, provided further insights about a person’s other purchases and interests.” learn more

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