AT&T and Verizon are offering retailers access to data on their networks to increase the personalization of daily deals. Gap, Staples, Zales, Duracell, Motorola and Discover are among the brands using AT&T's ATTAlerts, which require an opt-in but no application download. Verizon Selects will use location, browsing history, mobile app usage, demographics and interest data to target opt-in consumers. "Carriers have the quantity and variety of data required to personalize offers, but just as important, they have a unique ability to analyze and act on the data in real-time," Globys Vice President of Global Marketing Lara Albert says.
Wireless carriers use Big Data to personalize daily deals