Intelligent Marketing Analytics for the Future of Retail

Intelligent Marketing Analytics for the Future of Retail

  • June 2020 •
  • 8 pages •
  • Report ID: 5919239 •
  • Format: PDF
This IDC Perspective addresses a fundamental challenge in retail that is often ignored. Marketing investments are some of the largest poorly analyzed investments in a retail organization. The true commercial impact of marketing spend is generally not well understood, unless there are broader business challenges that raise the flag to executives. Overcoming this challenge is both cultural and technological but remains largely unrealistic using traditional tools and approaches. The growing but underutilized set of next-generation marketing analytics capabilities and solutions can help address these issues and prepare retailers for the future. As Jon Duke, vice president of research, IDC Retail Insights, states, "It is critical for retailers to understand new capabilities that they should be considering as they look ahead to support the future retail organization."