E-Commerce Marketing in 2020

3. Finding meaningful customer insights. The best companies are pushing past historical, rule-based decision making, instead turning to machine learning that can instantaneously analyze data to surface the most meaningful insights.

"We spent millions in our customer data warehouse to store customer data, but weren't extracting value from that data," said the senior vice president of CRM for a major omnichannel retail brand. "The database became a prison for the huge amount of information we were collecting."