When it comes to all the data you have as a retail marketer, imagine not only the volume of data you own, but the actual contents of it as well.

E-commerce site performance. In-store performance. Product feed. Demographics. Search. Social. Mobile. CRM. Shopping behavior. Geography. Competitive intelligence.

You have so much data to do things with, but there’s an issue – if each 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 relationship we have with our data.  There’s a lack of strategic plans for using data, and in the end, we track information that isn’t relevant to business goals.  If it’s a daunting task, this is a sign you don’t have a strong plan for operationalizing it.

[Read the full article on MarTech Today.]