How PMG's Alli Data Platform Tailors Madewell's Media Strategy

Inside the tech platform that also won over Nike

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Note: This story is part of an series covering agencies’ audience management platforms. Previously, Adweek reported on Omnicom’s Omni, Horizon Media’s blu. Havas’ Converged and Publicis’ Epsilon PeopleCloud.

Madewell, according to its CMO Derek Yarbrough, was one of the first omnichannel brands. Upon its launch 12 years ago, it stood up ecommerce and brick and mortar stores in tandem, with two equally important goals in mind: customer acquisition and retention.

Nascent DTC companies were at the time, “single-mindedly focused on acquisition,” said the Yarbrough.

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