I talked previously about the debate as to whether it is best to use "gut instinct" or rely on customer data when creating a marketing campaign.
You know I'm not a fan of trusting a creative director's "gut". But is the answer then to rely solely on customer data? No.
Every time you turn around, there is a new company or technology or analysis system that can give you ever more data on what your customers are doing on your website.
While retailers can't seem to get enough of this data, there is a problem. They are having a really tough time turning this data into actionable insight they can use to actually increase conversion.
While they know what their customers are doing, they don't know why.
So how do you get to the "why"? Find out in this Grokdotcom article.