In Brief

Customers are willing to share their data in exchange for transparency and better experiences.

Absolutely massive amounts of personal data have been generated over the past five years, much of it tied to the mainstreaming of social media and mobile device usage. Though most of it remains unstructured, this information has the potential to unlock tendencies related to behavior and preferences both at an individual level and in aggregate. Nowhere is this more true than in a retail context, where data can help companies uncover insights about shopper dwell times, purchase patterns and the effectiveness of in-store marketing, to name a few.

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