How data science is revolutionising e-commerce

Recognising that data is the future is one thing, making sense of it is another. Harnessing it to create memorable customer experiences is a whole new challenge. Companies the world over are now exploring methods to sell across platforms that were initially vertical-focussed. So when you’re shopping for bibs and pacifiers, a pop-up suggests the new baby car seat from Mother Care for you to consider. Beyond traditional segmentation by demographics like job titles, the data is being taught that new fathers make purchase decisions too i.e. behaviour targetting. To learn more about the application of data science, I sit with Kristine Lasam, the Manila-born Founder of Pink Entropy, a digital marketing agency (backed by UAE-based Glowfish Capital), to answer questions on the past, present and future of e-commerce vis…

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