3 Detours to Avoid in Retail's Race to Win With Big Data

There's no question that the era of big data is benefiting retailers. With data coming in from dozens of points on a consumer's path to purchase, retailers are rich with information that can turn shoppers into buyers. The catch-22 is having access to so much data is often too much to handle. Trying to make sense of it all is overwhelming, and for most retailers, a seemingly impossible feat.