AMENIA, NY – Brands that want to win in the fast-evolving retail media landscape need to harness first-party data not just for ads but for end-to-end personalization across the customer journey, said Elizabeth Donovan, senior vice president and global head of commerce and retail media networks at Acxiom IPG.
Speaking in an interview with Beet.TV contributor David Kaplan at the Beet Retreat Berkshires, Donovan said her company is helping clients prepare their data in privacy-compliant ways so it can be activated across digital, in-store, out-of-home, and off-site channels.
“It’s about knowing who your customer is and reaching them at the right time with the right message,” she said, adding that the goal is to link media activation, measurement and identity resolution into a single strategy.
Travel and healthcare loyalty
She pointed to travel as a model of effective personalization, citing United Airlines’ integration of customer data with JetBlue’s loyalty program as an example of creating more relevant, loyalty-building experiences. Travelers expect different things depending on context — from business perks like seat-back entertainment to family discounts at hotels — and Donovan said brands that can tailor offers accordingly add real value.
The principle also extends to healthcare. Donovan highlighted Acxiom IPG’s work with CVS Caremark, which recently partnered with Reddit to tap into consumer health conversations. With as many as half of users turning to Reddit for medical advice, she said, linking those insights to verified consumer identities allows CVS to extend its audience reach while making more meaningful connections.
For Donovan, the future of commerce media lies in going beyond discounts to understand life stages, values and context.
“When you bring the right data to the right touchpoint,” she said, “you don’t just extend reach, you drive better outcomes.”
Acxiom IPG’s Donovan: Travel Commerce Takes Flight With Personalized Data
