3 Detours to Avoid in Retail's Race to Win With Big Data

By avoiding these common data detours, retailers can focus their attention on actionable data that brings customers across the finish line:

Detour 1: Embarking on the search for "true" meaning. Most consumers start their online purchase path with a search; most retailers recognize that the information in that search bar can help them target the shopper with better ads and more personalized recommendations. All true. The problem is, some retailers are trying to extract meaning from search using natural language processing and are spending valuable time and resources looking for human understanding instead of valuable correlation.