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 ...
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 us...
The equation in retail today is simple. Evolve or die. But if analytics is one of the core tools to drive successful evolution, we have a problem. From an analytics perspective, we’re used to a c...
In my last three posts, I assessed the basic technologies (wifi, camera, etc.) for in-store customer measurement and took a good hard look at the state of the analytics platforms using that measureme...
In my last post, I described four huge deficiencies in the current generation of in-store tracking solutions. The inability to track full customer journeys, do real segmentation, or properly contextu...
I didn’t start Digital Mortar because I was impressed with the quality of the reporting and analytics platforms in the in-store customer tracking space. I didn’t look at this industry and say to ...
When I describe Digital Mortar to folks, the most common reaction I get is: “Can you really do this?” Depending on their level of experience in the field, that question has one of two meetings...
How does it work? Can you really do this? Is it legal? Those are the questions that I get asked the most about in-store customer journey tracking. The same kind of questions, to be honest, I used to ...
Store analytics is digital analytics (with a heck of a lot more moving parts). Customer behavioral analytics in digital and physical places are not distinctly different. A customer enters the digi...