Data makes the difference. Joe Mandese, MediaPost editor in chief, asks panelists if I'm a Staples customer, but I'm not in the loyalty program how do you reach me? Mike Searles, digital marketing
director at Staples, explains the company work with partners to on-board data and buy ads against it. The amount of data makes the difference. It gives the company the ability to find consumer buying
notepads, for example. Panelists stressed that the only reason the company can do that is because they leverage the mounds of data.