ZDNet: Will physical retail analytics trump online?
Tim Callan guest column examines the rich possibilities for measurement and insight in brick-and-mortar retail.
Today I provided a guest column for Andrew Brust’s Big on Data blog, discussing the premise that physical stores offer a much richer (and more useful) set of measurable data than online stores do.
For example, a typical e-commerce site has well under fifty links on any given page, equating to fewer than fifty actions you can take. But someone standing in a physical store with an item in hand has infinite possibilities for what to do next. She can walk to the register through endless possible paths. She can interact with any object in the store. She can speak with an employee on limitless topics.
What are the implications of this vast richness? You’ll just have to read the article on Big Data and retail stores to find out.