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The forgotten metrics of retail

Big data. It’s the new oil. The north star. The saviour of business. But have we got ahead of ourselves? I’m worried that we have just given up on solving some of the most foundational retail metrics before we move onto the next shiny object.  Sure, machine learning, artificial intelligence and quantum computing are exciting, but let’s pause to reflect on the soldiers we have left behind. Cross-channel marketing attribution For years, marketers have been promised one total