SAS study highlights paradox behind consumer analytics

SAS study highlights paradox behind consumer analytics

A new study by analytics technology provider SAS highlights one of the main difficulties all retailers face today – the balance between providing an optimized data-driven experience and respecting customer privacy. According to the study, only fifty seven percent of customers surveyed felt that retailers understood them, allowing for a large improvement in customer satisfaction, and highlighting the need for an analytical approach towards perfecting the shopping experience.

Echoing the need for responsible collection and application of retail analytics, Wilson Raj, global customer intelligence director at SAS, sums the issue up nicely stating, “when businesses use analytics wisely, and with sensitivity to customers’ personally identifiable information, it’s a win-win.”

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Alexander Reichert, Insights

Alexander Reichert, Insights

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