The Complex Customer

No eCommerce business is complete in 2017 without the skills to act upon the customer data that it holds. However, there are risks associated with adding this resource to the online trading function. Practitioners in data insight roles often struggle to get their recommendations baked into the eCommerce/Marketing projects because their recommendations are misunderstood and are seen as too prescriptive... even boring.

In some online brands, there is a fundamental issue affecting the customer communications that actually are created, a tussle with “data insight” on one hand, and “creativity” on the other. The outcomes are that communications are less than effective, and the data insight teams’ efforts can become devalued.