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 ...
Location analytics isn’t really about where the shopper was. After all, a stream of X,Y coordinates doesn’t tell us much about the shopper. The interesting fact is what was there - in the store -...
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...