In his first press feature as associate director of digital data at PHD UAE, David Barnes tells Gulf Business how data can help retailers improve customer experiences. The article appears in the July issue of the UAE-based publication and on their website.

Using a local example of a small independent supermarket in the UAE, Barnes first illustrates the role data has played in the transformation of the retail business over the past 20 years. He goes on to describe the importance of data management platforms (DMPs) in turning ‘big data’ into ‘actionable data’, particularly for assessing the impact of online advertising on offline sales as well as building online models and audiences based on offline behaviors. Lastly, Barnes stresses the need for retailers to collect first-, second- and third-party data in order to deploy predictive analytics and personalize customer experiences by anticipating what they need before they even walk into the store.

“The future belongs to those who can combine a wealth of products, relevant context and cognitive learnings in order to fulfill the personal and relevant experiences that consumers rightfully demand,” Barnes concludes.

Read the full article here.