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

As humans, we're wired to look for causation — i.e., that one thing follows another. Unfortunately, just because a customer bought a scale two weeks ago, doesn't mean they're buying related items today. While history is useful, we can't forget about the customer's current intent — what they're looking for today. Shoppers will often tell you what they're looking for through search or as they start to navigate. These simple behavioral signals you already have can give you the information you need to deliver a better experience.