Top ecommerce tips: Actions are louder than words

Mike Weston, CEO of data science consultancy Profusion, discusses how retailers can use data science techniques to understand their consumers better I hate the time of year when I have to buy a new winter coat. From wool to quilted, waxed, waterproof and lightweight, I am faced with a myriad choices which can give me a mild headache. This situation is not helped by the fact that half the time I don’t even know what I’m looking for. I couldn’t begin to tell a retailer what I want in a winter coat, other than maybe ensuring that it’s warm. If I don’t really know what I want, how can retailers market to me effectively? When confronted with questions over their preferences, most consumers do not immediately know the answer. This…

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