SVP of Marketing, Target
Retailers know at a granular level what’s selling at their stores and what’s sparking consumer interest. So it’s no surprise that some are looking to leverage that data. Walmart and Amazon have launched programmatic ad platforms for vendors that claim to identify demographic and psychographic groups that will be more receptive to ad messages.
Last year, Kristi Argyilan was behind Target’s entry into programmatic. called Target Guest Access, the program leverages first-party data to reach Target shoppers (the retailer likes to call them "guests"), via the retailer’s digital, mobile and media channels, while attributing in-store sales to specific ad impressions. The team has built an in-house attribution capability that supports this work.
So far, the results have been encouraging. In one oft-cited example, Flonase used Target data to reach 24-to 44-year-old women with kids and homeowners with annual incomes in the $25,000-$99,000 range—a demo that the retailer determined was a prime one for the brand. A subsequent campaign boosted Flonase sales by 40 percent.
Argyilan joined Target in 2014. Previously, she had toiled in the ad industry. From the mid-1990s through the early 2000s, she worked on the HP, eBay, Netflix, TiVo and Hotwired accounts at Goodby, Silverstein & Partners. She also ran Microsoft's global media business, where she looked at how different companies were developing digitally and brought insights back to the U.S. Most recently, Argyilan was the president of Magna Global North America.
In addition to helping set up Guest Access, Argyilan has built up Target’s influencer marketing program and has worked to eliminate silos at the retailer and make it more "guest-focused."