The Role of Big Data in Retail Marketing Strategies – 1 of 3
Big Data are, today, one of the most frequently discussed topics, clicked and tagged in many articles and social posts but few, to date, are the real case histories in the Retail world
The approach to Big Data analysis in Retail Marketing follows a priority order, closely related to the Trade Mix variables, which can be summarized in this simple scheme:
In the specific application of Big Data analysis to Retail Marketing, few companies have been able to convert this huge amount of data into really useful information and concrete business actions and to use it to monitor these actions to impact the market, for clear feedback.
Experience and knowledge are needed to capture strategic information and trigger real insights to influence the Shopper Experience and Customer Satisfaction.