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Arcadia Group and Big Data for Humans tap into mobile to drive ultra-personalised marketing

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Arcadia Group is set to run a six month pilot with Big Data for Humans’ groundbreaking software-as-a-service solution – The Customer Graph – to assess online, mobile and in-store customer behaviour to create personalized interactions.

Working across Arcadia’s Topshop , Topman and Wallis High Street retail brands, the retail group will use The Customer Grap to deeply and dynamically understand overall customer behaviour and lifecycles, as well as its rapid deployment timeline and focus on cross-channel measurement.

Arcadia Group’s Simon Pritchard explains: “Our ambition is to deliver much smarter, more targeted marketing activity for Topshop, Topman and Wallis, and Big Data for Humans’ solution facilitates that in a very retailer-friendly fashion. With the Customer Graph, we’re getting closer to our customers than even before, combining online and in-store data in a way that has not been possible before, and we have high hopes for the results it will generate during the pilot.”

Big Data for Humans, which counts Selfridges {IRDX RSEL], Swiss luxury department store Jelmoli and the Malaysia-based Melium Group amongst its fashion retail clients, empowers retailers by placing the benefits of advanced data science into the hands of in-house marketers in one simple interface. This allows them to quickly and easily secure high granular customer insights and create personalised omni-channel campaigns with an increased ROI.


Sheila Power, CSO of Big Data for Humans says: “For all our clients including Arcadia, Big Data for Humans analyses anonymised transactional data, from stores, eCommerce and Mobile shopping. The Arcadia Group is a significant win for our business. It presents our team with an exciting opportunity to work with some of the retail sector’s best brands and operators, and to demonstrate the capabilities and results that are possible with The Customer Graph™. High Street fashion is a fast moving sector, and as marketers contend with ever more complex data streams, our solution allows business teams to quickly and easily gain highly granular insights and convert these into action, resulting in groundbreaking results in the way they sell to their customers. We are very much looking forward to working with the Arcadia Group in the months ahead to deliver some compelling results for their business.”

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