How they do it: American Express uses customer’s data to target advertising of 3rd party services. As the company has a lot of information about its customers spending habits and amounts, it can cluster customers according to their wealth and purchasing power and hence provides an attractive value proposition for its 3rd party partners.
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How they do it: Data collected via YouTube is shared with Alphabet / Google, and vice-versa. This improves efficiency and effectiveness of advertising campaigns by the company or third parties.
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How they do it: Data collected by Salesforce’s CRM can be linked to other data sources (e.g. on Salesforce’s Marketing Cloud platform). This enables companies to leverage their customer data in new ways and create novel customer experiences.
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How they do it: Google’s search engine is free to use for all customers. However Google monetizes its user’s data and search queries through providing companies the possibility for targeted advertising which allows them to target exactly the customers that are looking for a certain product or service and also enables the customers to better find what they are looking for.
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How they do it: Craigslist utilizes user data to target results to searches and help both seekers and finders to find better results to their searches.
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