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Retailers have lots of data but little direction, reveals research

June 18, 2019

Retailers are collecting needed data, but one in three marketers don't know what to do with it, according to a Clicktale study.

In addition, 40% of marketers polled don't feel they're able to turn the data into actionable insight, though 45% are actively investing in analytics platforms, according to a release on the Defining Digital Experience study.

The research examines the strategies, tools and technologies that brands in the U.S. and U.K. are using to understand customers and improve digital experiences.

Just 46% of respondents said they had a strong understanding of customer behaviors across digital channels.

"There's an accepted myth in marketing that the more data you have, the more you'll understand your customers. The only problem is that, sometimes, more data isn't necessarily better — it's just more. If you're not able to make use of the data you collect and gain some actionable insights, then you're not going to be able to make effective changes to improve their experiences," said Clicktale CMO Sara Richter in the release.