Retailers now have access to more customer data than ever before – transaction data, clickstream data from websites, loyalty data [and so on],” said David Hearn, vice-chairman and partner of consulting at Deloitte in Ireland.
“Furthermore, this data can be complemented with other sources of data – census data for example – to create a richer view of their customers,” he said.
Among Deloitte’s clients, the move toward data is nothing new....
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