On the TechTO stage ×1
First seen on the TechTO stage in 2019. Every talk is searchable — ask the archive about David ↗
In their words
came to consumer packaged goods they had literally none of these so you have no transaction data
my brand has a bull's-eye target of this specific young mom who likes kale and yoga
the data append was so expensive that that ate up like 60% of the working dollars that were available for the campaign
Around the web ×1
Quick answers
Who is David Rasho?
Co-founder and principal of Access 2 Insight, a Chicago data-driven-marketing consultancy founded in 2012. He came out of undergrad in 2001 into financial-services analytics and holds an MBA from Kellogg.
What did David Rasho argue at TechTO RetailTO?
Consumer-packaged-goods brands lack the transaction data, feedback loops and know-how that credit-card companies used to pioneer data-driven marketing. He urged them to build first-party data and let it drive campaigns rather than pay to append data to a preconceived target.
What does Access 2 Insight do for clients?
It builds response models, segmentations and optimization on clients' own data using SQL and SAS, without owning data or IP itself. He cited a Unilever product-launch project run with Sampler.