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In two weeks, a big global wireless carrier is partnering with an unnamed credit card company as part of a Black Friday campaign that merges its CRM data with transactional stats about what people buy. The pool of data will then be matched up with a marketing cloud’s database of 400 million people to find folks who are in the market for a new phone. It’s not until after terabytes of data have been analyzed that the wireless carrier’s campaign will earnestly kick in and the brand will begin pushing its ads to consumers, hoping that a super-specific group of people are more likely to buy phones than a mass group of people.
“We’re going to be marketing directly to those people starting at 7 a.m.