The top data challenges retailers face and how to overcome them

Without digital data, retailers are missing a huge part of the customer journey. With it, they gain insight into an individual’s online journey, which is key to better personalisation and more accurately understanding which marketing channels contribute to a customer purchase. This enables marketers to focus spend on what they know works. However, CMOs have a lot to contend with.
Already battling with intense competition, increasingly price-conscious consumers, tight budgets and continual