Ten years ago, Facebook, Twitter, smartphones and tablets were all pipe dreams. What a difference a decade makes. Today, they're all a part of our daily lives, and they're sophisticated data-collection devices and services that can help you understand your customer like never before—as long as you know how to glean wisdom from the numbers. Online retailers are working to take full advantage of the insights created by the data footprints we leave behind as we browse from site to site. Retail has always been on the forefront of the technology and analytics space. As we work to establish loyalty to our brands, and understand how to interpret user intent signals for make purchasing decisions. As we explore things like predictive analytics and adaptive marketing, we get closer to answering the question: Can we fill the funnel by interpreting data from a user and their network to predict human behavior?

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Pulling Power From Data
How to make analytics work for you in the retail
marketplace
An Executive Snapshot of Global Retail Disruption
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Data Footprints
Ten years ago, Facebook, Twitter,
smartphones and tablets were all pipe
dreams. What a difference a decade
makes. Today, they're all a part of our daily
lives, and they're sophisticated data-
collection devices and services that can
help you understand your customer like
never before—as long as you know how to
glean wisdom from the numbers.
Online retailers are working to take full
advantage of the insights created by the
data footprints we leave behind as we
browse from site to site. Retail has always
been on the forefront of the technology and
analytics space. As we work to establish
loyalty to our brands, and understand how
to interpret user intent signals for make
purchasing decisions. As we explore things
like predictive analytics and adaptive
marketing, we get closer to answering the
question: Can we fill the funnel by
interpreting data from a user and their
network to predict human behavior?

3. www.remodista.com
Interested in sponsoring content like this?
Contact us: Kelly@remodista.com
Changing Data
A marketer’s ability to collect information from
shoppers is more robust than ever. It’s a
matter of finding "nuggets of gold" from the
data (formerly known as “big data”) we collect.
Unearthing the ore of consumer insights will
help us move forward ensuring that it’s
possible to identify new customers and target
our best potential customers more efficiently.
With cookie data, shopping data, social media
data, and opt-in data, it can feel like you’re
trying to move a mountain. With micro-
moments at the forefront of mobile shopping
allowing consumers to share data at all time
(Did you tap the "sleep" setting on your FitBit
last night before dozing off? Yes, that means
FitBit knows when you're asleep…just like
Santa Claus), there’s a unique opportunity to
trade matrix-like data volume into meaningful
user-fueled insights into business intelligence
that delivers value to the whole business.
”
Retails run into data
roadblocks
Every retailer wants to reduce the cost of
acquiring new business. But the
transactional world, where a good price or
free shipping attracts the customer, is all but
dead, because Amazon simply owns it. To
separate yourself from the virtual
megamalls of the world, your brand must
not only collect data from users who interact
with your brand (whether through your
website, mobile site, or social media), but
also create relationships that will make
the case for your brand's value beyond
the price point.
To be truly valuable, your data analysis plan
should accomplish two goals:
• Know which customer insights are
most indicative of future behavior (for
example, reading an email may not lead
to as many sales as clicking through a
Facebook ad)
• Be dynamic. Your data should be able
to tell you in real time how to shift your
strategy based on the customer's actions
in order to meet them where they are.

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Email open rates rarely get
you to the heart of what the
customer really experiences.“
”
Rose Hamilton, Chief Digital Officer
Vitamin Shoppe

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Breaking Down the Silos
Data collection silos exist whenever two or
more of your teams are collecting data but not
merging it, or not sharing insights across
company teams. Remember that your
marketing team, your website team, and your
strategic growth gurus should all be talking to
one another regularly about how your
company plans to attract new business from
both new and existing customers.
TAKE ACTION: Approach all
marketing initiatives from a programmatic
approach. Build marketing channel-wide
plans that ensure that all stakeholders are on
the same page about messaging and
campaign goals.
Start Small
If you haven’t started digging into the data,
don’t let the enormity of things like attribution
or volume daunt you. And blindly directing
teams to “find insights” won’t serve you either.
In fact, that sort of directive will likely send
your teams on a wild goose chase of random
technology products that make big promises
that are impossible to solve with existing
industry information.
TAKE ACTION: Most of the data you
need to start mining for data is already at your
fingertips with existing systems. Merge your
CRM with site data. That will allow you to gain
some initial insights on who, exactly, is
reaching out to you via your online presence.
Current customers and potential customers
might require two (or more) different
strategies to engage them and create new
business.
CMO’S
Guide to
Extracting
Insights
Media iQ Digital presents:

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CMO’S
Guide to
Extracting
Insights
Invest in the Relationship
You’ve got the data, now you need the
insight. Finally, use your data's insights to
further invest in the relationship with your
audience. Build on your findings by testing
and measuring on a regular basis to create
meaningful engagement with current site
visitors, as well prospective customers.
Engagement is a long game. By building trust
over time, they’re far more likely to trust,
interact and buy from your brand in the long
run. Sustainability is what we’re aiming for,
right?
TAKE ACTION: Combine smart
staffing choices with functional dashboard
technology choices to ensure you’re getting
valuable customer-centric storytelling insights
not just statistics.
Media iQ Digital presents:

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Business Intelligence without
the ability to act in real-time is
like a car with no gas; being
agile and making real-time
data driven decisions is what
drives business growth.
“
”
Rachelle Daglis, VP
Media iQ Digital

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MORE ABOUT MEDIA IQ
Retails run into data
roadblocks
As we define the future of data insight into
retail customer behavior we’ll see the rise of
tactics like adaptive marketing. An
impressive and evolving process that will
help retailers aggregate data sources and
user networks to be able to understand and
respond to buying real-time signals. We’re
starting to see hints of intelligence coming
from social advertising platforms like
Facebook thanks to the sheer volume of
data they collect. We’re getting closer and
will continue to make progress towards
understanding true audience intent.
That level of sophistication in predictive
analytics is still ahead of us, but you can
plan for it by:
Leveraging the data you're collecting
today across all channels to better
understand your customer's interest in
engaging with your product.
Understanding the pathways your
customers follow, the actions they take,
and the advertising strategies that catch
their eye will all help you leverage your data
insights to attract new business.
Knowing which analytics are most
meaningful to your company: are "views"
enough, or are you looking for more
focused actions?
Focusing on meaningful engagement with
your customers, building trust through unique
and memorable online offerings that they will
remember—even if they ultimately make their
purchase from a brick and mortar store.
Staying open to the newest analytics
technologies and data analysis services
available to you through your CRM vendor and
through social media outlets. By leveraging
existing data analysis tools, you'll be ready to
take advantage of new tools as they enter the
marketplace.

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“
”
There is a great divide
between in-store activity
and online behavior.
Technology can build a
bridge to tell the true
customer story.
Kelly Stickel, Founder + CEO
Remodista

10. www.remodista.com
ABOUT THE AUTHORS
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We are exploring the cross section of in store and IOT. We are
working to better understand the difference between capturing
the data, integrating it among various technologies, and using
the data to predict future customer behavior.
REMODISTA FOCUS AREA
Retail Analytics
Remodista
RETAIL & MOBILITY DISTILLED
www.remodista.com
Remodista is a social think tank examining disruption in global retail.
Our mission is to provide insight, education and innovation to global
brands through collaborative research and analysis.
www.mediaiqdigital.com
Media iQ is a leading global analytics technology company that
uses its superior analytical platform AiQ to unlock insights from
data to drive business growth.
Media iQ have a clear vision for their clients - to inspire through
insights. They are experts at ingesting large amounts of data,
modelling data to convert into insights and then actioning these
insights through a variety of products and services. In short,
Media iQ make data valuable, insightful, and intelligent, which
helps clients engage customers, grow sales and generate
revenue.
Media IQ
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