A person vs . data: Where people integrate modern retail marketing strategy

Consider all the data you have as a store marketer. Not just the volume of it; the exact contents of it.

E-commerce site performance. In-store performance. Product feed. Demographics. Research. Social. Mobile. CRM. Shopping habits. Geography. Competitive intelligence.

Data surrounds a person. But here’ s the stroke: If every data point doesn’ t track to a business objective, the numbers can easily jumble directly into chaos and obstruct decision-making.

That’ h the problem with the people-data relationship these days. We often lack strategic plans meant for using data, and we end up monitoring information that isn’ t highly relevant to business goals. If you feel daunted simply by data, that’ s a sign a person don’ t have a strong arrange for operationalizing it.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those from the guest author and not necessarily Marketing and advertising Land. Staff authors are detailed here .

About The Writer

Steve Tutelman is the COO of  Sidecar , a technology company that supercharges e-commerce marketing for retailers. Formerly, Steve held executive roles on several retail businesses, including Govberg Jewelers, WineAccess, and Lifeshield. Sam contributes regularly to Marketing Property as well as   Sidecar Discover , a publication addressing research and ideas shaping electronic marketing in retail. He remains sharp helping Sidecar’ s store customers maximize returns from their compensated acquisition investments.

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