The digital revolution is changing shopping, transforming marketing and creating a vast array of new data sources. All that data gives us the opportunity to get to know consumers and shoppers like never before; we can know in great detail what they bought, get more clarity on why they bought it, and better understand how we can improve our products and marketing. The sheer volume and variety of the data can seem overwhelming and our industry is wrestling with how to harness it all to find insights and drive action. So how do we do that?

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