As businesses in the retail sector become increasingly reliant on data and AI-based technologies, having a basic understanding of this data is crucial to gain a competitive edge. To help retailers achieve this goal, there is the “Data & AI Maturity Curve”, which outlines a retailer’s data and AI capabilities as they strive to reach the height of “predictive analysis”. To begin with, retailers must have a view of clean and accepted data across all customer interactions and media placements to correctly store and analyze the data. Further to this, the data must be cohesive and streamable, contributing to the individual customer’s journey by creating a single profile with an event history for each customer. Once this groundwork is set, businesses can move forward to focusing on the media targeting capabilities of the data.
This involves delivering a message to a specific platform or device with the goal of optimizing yield, while also ensuring brand safety and message relevance. Subsequently, businesses should work to make intelligent decisions about which channels to invest in. It also helps to use models that use historical data to predict future success. On top of this, customer segmentations must also be explored to understand customer behavior and goals better.
At the helm of this is Hugh Cameron, the Head of data for Zitcha, who has 15 years of experience in the martech space. With his expansive knowledge in the industry, he is uniquely suited to lead the charge in intelligently managing data for retail media targeting in order to create personalized customer experiences.
