Big Data Means Leveraging All Customer Channels

Enhancing the multichannel consumer experience should be the focus of all retailers (especially brick and mortar retailers).

Enhancing the multichannel experience for consumers will equate to a powerful driver of sales, customer satisfaction, and loyalty.

Retailers can use big data to integrate promotions and pricing data from shoppers seamlessly, whether those consumers are online, in-store, or perusing a catalog.

Williams-Sonoma, for example, has integrated customer databases with information on some 60 million households, tracking such things as their income, housing values, and number of children. Targeted e-mails based on this information obtain ten to 18 times the response rate of e-mails that are not targeted (lifting conversion rates by as much as 30%), and the company is able to create different versions of its catalogs attuned to the behavior and preferences of different groups of customers.

“Targeting customers with perfectly customized recommendations at the right moment across the right channel is sales and marketing’s holy grail.”

Jim Kaskade

Jim Kaskade is a serial entrepreneur & enterprise software executive of over 36 years. He is the CEO of Conversica, a leader in Augmented Workforce solutions that help clients attract, acquire, and grow end-customers. He most recently successfully exited a PE-backed SaaS company, Janrain, in the digital identity security space. Prior to identity, he led a digital application business of over 7,000 people ($1B). Prior to that he led a big data & analytics business of over 1,000 ($250M). He was the CEO of a Big Data Cloud company ($50M); was an EIR at PARC (the Bell Labs of Silicon Valley) which resulted in a spinout of an AML AI company; led two separate private cloud software startups; founded of one of the most advanced digital video SaaS companies delivering online and wireless solutions to over 10,000 enterprises; and was involved with three semiconductor startups (two of which he founded, one of which he sold). He started his career engineering massively parallel processing datacenter applications. Jim has an Electrical and Computer Science Engineering degree from University of California, Santa Barbara, with an emphasis in semiconductor design and computer science; and an MBA from the University of San Diego with an emphasis in entrepreneurship and finance.

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