Collect good data
Retailers need to collect both user-level data—like site traffic, shopping cart abandonment and basic analytics—as well as customer-specific data, such as shopping history, sizes and preferences. They also need to pay attention to the right product attributes, says Jeriad Zoghby, Accenture Interactive’s global lead for personalization.
“Every company has to do a better job of listening,” he says. “They need to stop worrying about which shirts I buy, and start paying attention to the features, the size, the fit, the color.”
Be data led, not data driven
It’s easy to cherry pick data to justify a brand’s strategy, says Forrester principal analyst Brendan Witcher. Smart organizations look at the data first and then decide what to do.
“Any organization can find data to support a strategy they…
