Data is nothing without understanding and creativity.
If we succeed in measuring complete customer experiences with valid data, we could understand even better how the interaction between mobile, online, stationary retail, social media and personal exchange works. The goal for the future is to combine the data collected in-store and out-of-store and translate it into a personalized approach to consumers for retailers.
And yet quantitative data is only one thing. Without knowing why a customer does or doesn't do something - and above all without knowing what he would have liked to do most - in other words, knowing his motives and dreams, you cannot make the right decisions and make the right offers. Quantitative data, for example gained from analysis tools or AB tests, are a good start to gain insight into the behaviour of your customers, but they say nothing about motives. Therefore, only those who know their customers can make the right offers. Ethnographic user research, mobile use labs, customer journey mapping and co-creative workshops with your customers help you to better understand your customers' wishes.