The advent of the Internet, and with it the corporate website, created the first hint of what we call “digital analytics” today. For years, retailers have had the ability to gather a wealth of data regarding customer behavior online. Retailers can record every visit, view and click customers make on their e-commerce sites and they’ve been able to answer previously open-ended questions such as: What did customers buy? How did they arrive at the decision to purchase? When did they lose interest or abandon the shopping cart?

However, e-commerce analytics is only one part of the customer measurement puzzle. Website data, people counting in physical stores, satisfaction surveys and other customer touchpoints create a disconnected archipelago of analytical data. Fortunately, with the introduction and prevalence of the smartphone, retailers now have an expanded ability to understand how customers are interacting with brick-and-mortar stores.

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