Facebook recently announced the ability to advertise to
people from among its 1 billion users who fit precise supermarket buying
profiles, such as “buyers of children’s cereals.” How does Facebook know what
Stop ‘n Shop knows? And how is it that the display ads on online publishing
sites can be targeted to recent purchase behavior? The explanation is that
Datalogix aggregates the supermarket frequent shopper histories of almost every
U.S. household and more than $1 trillion in consumer transactions, and links
individual media exposure to these purchase records.
Datalogix engages in building purchase-based digital
audiences and predictive consumer data models to drive measurable online and
offline sales. The company offers audience segmentation, including syndicated
and custom segments, in addition to modeling solutions for customer acquisition
and the retention needs of retailers. Datalogix also focuses on providing
online segments to the mobile advertising arena and targets through a variety
of media sources such as publishers, portals, exchanges, advertising networks,
DSPs, DMPs, and agency trading desks.
Gierkink is the founder and Chairman of Datalogix and an Executive-in-Residence
of General Catalyst Partners.
Prior to that he co-founded three of the world’s largest
cross-merchant loyalty programs, including Loyalty Management Group, a company
that operates the UK’s largest loyalty program, Nectar, with over 50% of UK
households participating. Under Gierkink’s leadership as CEO, the company grew
from a start-up to over $400 million in revenues in under six years. Gierkink
also co-founded Loyalty Management Netherlands and The Loyalty Group, which
runs the Air Miles Reward Programme for Canada’s largest loyalty program. While
at The Loyalty Group, Gierkink focused on account management, new business
acquisition, and the development of a business-to-business program. He was also
instrumental in personnel recruiting and public relations during the early
years of Loyalty Management UK Limited. Gierkink has served as President of
Alliance Development Group, the leading developer of co-branded credit card
programs with supermarket retailers in the United States.