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The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing
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EP19: Neiman Marcus Omnichannel Retail Marketing
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One of the oldest concepts in retail marketing is single view of the customer. That simply means recognizing the shopper as she moves from desktop to mobile device to calling a call center to visiting a physical store. But shoppers share desktop devices with family members and many use multiple mobile devices throughout the day. So how accurately and reliably can those shoppers indeed be tracked? Into this effort goes analytics and probabilistic identification. Jeff Rosenfeld, the VP of analytics at retailer Neiman Marcus, said his chain is doing quite a bit of consistent identification online and mobile. As for call centers and in-store, not so much. Jeff, with the ability to track mobile devices in-store—especially if they ride on your store’s Wi-Fi—so well-established, why aren’t you using that?
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