The key to success of every retailer is to know and understand the customer. The big data revolution presents both challenges and opportunity. Retail data is often stored in silos, so it’s difficult to correlate data about customer purchases, marketing campaign results, and online browsing behaviour.
By using big data technologies, retailers can analyse both structured and un-structured data in order to focus sharper lenses on consumer behaviour. This can drive decision-making across the business from ranging, to stock forecasting, to CRM and beyond.
This session will look at the journey M&S have been on and have ahead in using data to help turn it from a traditional British high street retailer to a global, multi-channel retailer. It will explore the impact on culture, technology, ways of working, and capabilities needed to drive the change.
Jason heads up big data, analytics, and marketing solutions at Marks & Spencer. He was brought on board to bring step change to the business in how it uses data and innovative technology to drive business decisions and performance. He also has responsibility for leading on the definition and execution of marketing technology strategy. This brings together data, customer analytics, and loyalty along with CRM to help build strong bonds and engagements with customers.
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