About Digital Mortar

Digital Mortar, a SaaS solution, enables scalable, accurate, full path customer analytics for physical retail environments. The founders, Gary Angel and Jesse Gross, built and sold the leading digital analytics consultancy in the US to a Big 4 firm. Digital Mortar brings the measurement, reporting, analytics and experimentation methods they developed for improving digital to the challenges of retail including store layout, display and staffing optimization.

The DM1 Roadmap: A peek into the future of store analytics

We just did our first non-incremental release of the DM1 store analytics platform since we brought it to market. It brings new analytics views to the Workbench, a host of UI and analytic tweaks, new cloud options and, best of all, real-time and full-store playback functionality to the product. Real-time creates a bevy of opportunities to operationalize measurement in both operations and marketing. So DM1 can drive more value, faster. What’s next? At the end of my last post, I described some of the juicier features [...]

By | November 20th, 2017|Digital Mortar News, Gary's Posts, Retail Analytics|0 Comments

DM1 Version 2.0 : Coming Soon to a Store Near You

When we released the first full production version of DM1 in May, it was a transformational leap in customer location analytics. Now, six months later, we’re releasing the first major upgrade to DM1 – and it’s a doozy. We’re adding powerful new approaches to improving the store and driving actionable results while putting the competition even further in the rear-view mirror (they’re back there somewhere). Some of the coolest new features include: Real-time View:  See and track what’s happening in the store as it happens [...]

By | November 13th, 2017|Digital Mortar News, Gary's Posts, Retail Analytics|0 Comments

An Easy Introduction to Location Analytics in the Store

My last post made the case that investing in store measurement and location analytics is a good move from a career perspective. The reward? Becoming a leader in a discipline that’s poised to grow dramatically. The risk? Ending up with a skill set that isn’t much in demand. For most people, though, risk/reward is only part of the equation. There are people who will expend the years and the effort to become a lawyer even without liking the law – simply on the basis of [...]

By | August 27th, 2017|Gary's Posts, Retail Analytics, Uncategorized|0 Comments

The Road Less Traveled: Building a Career Around In-Store Measurement and Location Analytics

Over the nearly two decades I spent in digital analytics, I did a lot of selling. More than I ever wanted to. But during that time, I saw the process of selling digital analytics transformed. When I started, way back in the ‘90s, selling web analytics was evangelical. I had to convince potential clients that the Web mattered. Then I had to convince them that analytics mattered to the Web. If I got that far, I just to convince them that I was the right [...]

By | August 3rd, 2017|Gary's Posts, Retail Analytics|0 Comments

Using Analytics to Drive Store Testing: With Great Power Comes Great Responsibility

Continuous Improvement through testing is a simple idea. That’s no surprise. The simplest, most obvious ideas are often the most powerful. And testing is a powerful idea. An idea that forms and shapes the way digital is done by the companies that do it best. And those same companies have changed the world we live in. If testing and continuous improvement is a process, analytics is the driver of that process; and as any good driver knows, the more powerful the vehicle, the more careful [...]

By | July 12th, 2017|Gary's Posts, Retail Analytics|0 Comments

Store Testing, Continuous Improvement and DM1

Continuous improvement is what drives the digital world. Whether applied as a specific methodology or simply present as a fundamental part of the background against which we do business, the discipline of change and measure is a fundamental part of the digital environment. A key part of our mission at Digital Mortar is simply this: to take that discipline of continuous improvement via change and measurement and bring it to stores. Every part of DM1 – from store visualizations to segmentation to funnel analytics – [...]

By | June 26th, 2017|Gary's Posts, Retail Analytics|0 Comments

Visualizing and Optimizing the Store as a Funnel

Visualizing the customer journey in the context of the store is the foundation for analyzing in-store data. The metrics and the store context provide a framework for translating customer measurement data into something that is immediately understandable as a shopper’s journey. But visualizing information is just the first step in making it actionable. Understanding the data is, of course, essential. But you can understand data quite well and still have no idea what to do with it. In fact, that’s a problem we see all [...]

By | June 8th, 2017|Gary's Posts, Retail Analytics|0 Comments

It’s all about the Store: Visualizing In-Store Customer Journey Data

Making sense of behavioral data is always a challenge. Suppose I tell you that a shopper visited your store, spent fourteen minutes, lingered twice and had a single Associate interaction. That’s a lot of data, but in most respects, it’s deeply uninformative. What did the shopper care about? What were they interested in? What did they pass by?  What worked? What didn’t? You can’t even begin to formulate answers to those questions based on the data I described. I know, because I spent years trying [...]

By | May 24th, 2017|Gary's Posts, Retail Analytics|0 Comments

Measuring the Store Effectively: Digital Mortar is creating a Measurement Language for Stores

Driving real value with analytics is much harder than people assume. Doing it well requires solving two separate, equally thorny problems. The first – fairly obvious problem – is being able to use data to deepen your understanding of important business questions. That’s what analytics is all about. The second problem is being able to use that understanding to drive business change. Affecting change is a political/operational problem that’s often every bit as difficult as doing the actual analysis. Most people have a hard time [...]