Raining Data™

Many retailers race to accumulate so much customer data that when they've spent large amounts of time and money and finally accumulate huge amounts of data, they don't know what to do with it. Volumes of data rain down upon them while comp store sales remain flat or unchanged. Instead of trying to retain every transaction detail possible and accumulate volumes of data, prioritize the "need to know" data from the "nice to know" data. Do this by asking how you will use every piece of data you will collect on the front end of the database building process. Identify the tangible marketing actions which will result from retaining these data and how they will be converted to improve profits and sales. Then assemble, prioritize, segment and leverage the most valuable customer data into your marketing strategy.