By Julie Patra, ESOMAR
In an era where everything is evolving so fast and shoppers are faced with an abundance of choices, how can brands stay ahead of the game and compete when everything is moving so fast? Some say big data is the holy grail. But big data comes with complexity. How can unstructured data from various sources be analysed and interpreted? What are the challenges faced by retailers and clients? These issues were discussed during the ESOMAR Shopping Experience seminar 6 June in Amsterdam.