E-Commerce has changed the world, it has presented every marketer an insight on data driven customer insights. For digital transactions tracking is much simpler as the entire trail is available. With greater amounts of interactions and transactions, the data generated has increased exponentially. Through the aggregation and analysis of the data, firms now can obtain key behavioral intelligence about their customers through multiple physical touch points like smart phones or mobile devices, automobile on-board computers, and point of sale (POS) systems, and through online channels like retail platforms and social networks. This has had a spillover impact on brick and mortar retail management and the desire to aggregate data and use it for decision making has now become a core function. Please remember, in most sectors the majority of sales are still from Brick and Mortar channels.
