How Macy's Views Data Analytics

Coleman's advice for marketers seeking to exploit analytics to improve their results: “Quite frankly, the business managers don’t need fashion advice from me, and I’m probably not looking for statistics advice from the fashion director. The real win is to have people doing what they do best.”

Larry Mosiman is worldwide product marketing manager for SAS Customer Intelligence Solutions. Larry can be reached at larry.mosiman@sas.com.