“Big Data” Isn’t Enough: Get Behind Machine Learning

Big data creates a unique opportunity for retail marketers looking to better understand their consumers. With greater opportunities to gather insights about shoppers, marketers can more accurately predict customer behavior and quickly act on insights in real time.While big data is rich with information, retailers have long struggled to analyze it in an efficient manner. However, as new tools emerge that are leaps and bounds beyond traditional analytics, this data is being used to inform a wide range of business decisions. Retailers must adapt or risk falling behind to more tech-savvy competitors.The Limits of Traditional AnalyticsThe problem with traditional analytics is in the name. The amount of data being analyzed is far too big to use classic methods. While marketers have mined useful insights from big data, it’s impossible to…


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