6 ways data is taking over retail

Retailers now swim in more data than they know what to do with. And they’re working overtime to digest that data — collected from e-commerce transactions and via merchandising, CRM and POS systems — to glean useful insights. Many are turning to predictive analytics in an effort to use cutting-edge data science to forecast trends and personalize messaging. Data even plays a role in brick-and-mortar stores, where new metrics allow retailers to study in-store behavior at a level o