Data Drivers: Customer Journey Mapping with Big Data

The “Data Drivers” series, hosted by Andrew Smith, explores how retailers leverage data and analytics to enhance customer relationships and boost sales. The episode emphasizes integrating data from various touchpoints (digital ads, cart additions, returns) and understanding four data types: zero-party (customer-submitted), first-party (direct from customer interactions), second-party (shared between partners), and third-party (purchased demographics). The discussion highlights the shift from structured to unstructured data and the importance of consolidating customer data into a centralized repository. AI and large language models are emerging tools for predicting customer behavior and achieving a 360-degree customer view. The ultimate goal is to create flexible and connected omnichannel experiences, equip employees with data access, and utilize big data analytics for precise customer journey mapping, leading to personalized offers, optimized inventory, and increased loyalty.
Source:RETHINK Retail