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.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Steve Tutelman is the COO of Sidecar, a technology company that supercharges e-commerce marketing for retailers. Previously, Steve held executive roles at several retail businesses, including Govberg Jewelers, WineAccess, and Lifeshield. Steve contributes regularly to Marketing Land as well as Sidecar Discover, a publication covering research and ideas shaping digital marketing in retail. He stays sharp helping Sidecar’s retail customers maximize returns from their paid acquisition investments.