You vs. data: Where people fit in modern retail marketing strategy
Contributor Steve Tutelman advocates for three important attitude shifts that can enable your organization to use data efficiently and effectively.
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.