The January 2013 issue of RIS News features an interview with PivotLink CEO Bruce Armstrong that explores how retailers are using customer analytics to increase shopper relevance. It’s a hot topic at this week’s NRF 2013 conference, “Retail’s Big Show,” where this issue debuted.
In the article, Bruce explains the challenges marketers face in 2013, such as:
“the shift in purchasing power to millennials, evolving marketing channels and the explosion of customer data, all compounded by the surge in mobile adoption.”
He points out that given these dynamics,
“Robust customer analytics is no longer a luxury for retailers.”
Keeping up with massive volumes of data from operational systems (i.e. customer purchases and inventory) and combining that with customer data in marketing automation systems (i.e. email campaigns) is their first challenge. The next is layering in external data to get a more complete picture of customers. When asked about these new…
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