Think about all the data you have as a retail marketer. Not just the volume of it; the actual contents of it.

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

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

That’s the problem with the people-data relationship today. We often lack strategic plans for using data, and we end up tracking information that isn’t relevant to business goals. If you feel daunted by data, that’s a sign you don’t have a strong plan for operationalizing it.

[Read the full article on MarTech Today.]

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