How they do it: Payback utilizes its cross-store customer purchasing data to target its coupon and advertising offerings to the individual customer. In addition it can use the data for large scale data analysis, providing its business customers with insights into their target groups and their purchasing behaviour.
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How they do it: By running a platform offering vouchers and coupons to products and services from 3rd party businesses, Groupon controls the marketing channel to the customer. It collects customer data and utilizes it to advertise new deals to customers. The value to its 3rd party businesses is a large existing base of customers interested in coupons, to which their service or product can be advertised.
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How they do it: Verizon is among a number of american telecommunication companies who are leveraging customer data by selling them in an anonymized and aggregated format to third parties. Buyers of this data may generate insights from these usage statistics (e.g. identify possible locations for opening up a retail location based on mobile data patterns).
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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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