Over the past few years, the retail industry has been driven by the notion of big data and the role of technology to enable retailers to amplify and capitalize on the insights that information can bring. It is all part of a drive for the retailer to gain a single customer view–a holistic, 360-degree view of an individual, both online and off. But what does that really mean and what opportunities does that bring to marketers and advertisers? To paraphrase a cliché: It's now....

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