Businesses that want to succeed in personalisation will also need to succeed in retaining – and effectively using – data.
However, with GDPR coming into force next May, the topic of acquiring, storing, processing and using customer data will dominate in the first half of the year. This opens opportunities for more agile retailers to approach the data problem in new and innovative ways.
Products like Criteo, an open environment powered by machine-learning technology that’s optimised for the huge amounts of shopping data that ecommerce businesses have access to, are enabling smaller businesses to share anonymous data amongst themselves to build up a more complete picture of their customers and react to their needs, helping in their differentiation – and ability to take on the giants of retail.
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