At Nielsen USA’s Consumers 360 event for partners in June two experts were talking about how they use the great deal of information for better business results in their everyday work. One of them was Carolyn Everson, Facebook’s vice president responsible for global marketing solutions, and the other speaker was Stephen Quinn, Walmart’s vice president and marketing director.

Ms Everson told that the average American checks their mobile phone 100-150 times a day. In 2012 more users connected to Facebook via mobile phone than from computer. The vice president’s view is that the fact that one third of Earth’s 7-billion population can get in touch with each other using their mobiles is more powerful a technological driving force than the moon landing was. Mr Quinn spoke about how Walmart conquered consumers’ hearts, minds and wallets by establishing a personalised system of shopping experiences for them. Walmart serves 140 million consumers in physical stores and 50 million online every week. For instance they started sending ‘alerts’ via mobile to their most loyal customers, informing them that fresh fruits arrived at the Walmart nearest to where they live. Result: consumers became even more loyal and bought more from other categories too. The two experts agreed that we live in an age of fragmentation, so those retailers who can offer tailor-made experiences to their customers get a competitive advantage.