Panel of Retailers Talk Attribution at eTail

Alex and Ani is trying to leverage social sign-in data to help it track customers and do a better job with order attribution, as well as personalize future offers to customers and prospects, said Ryan Bonifacino. For example, if the company learns from Facebook that you're a Boston Red Sox fan, it's going to promote a Boston Red Sox bangle to you the next time you engage with the brand. And on the flip side, if it knows that you've already purchased that product from Alex and Ani, it's going to repress it in future promotions.