We’re approaching a point where we need to move beyond the term “big data,” or least add a subtitle – if we don’t, we risk not capturing its full potential. Part of the term’s allure is its lack of a precise meaning, which makes it easy “to put more of what you want” under it. But the squishy definition isn’t the only thing holding back progress - there are several key factors that need attention.

1. What Will it Take for Retail
to Realize the
Full Potential of
Big Data and Retail Analytics
Bill Bishop
Chief Architect
Brick Meets Click
Brick Meets Click delivers the strategic insight and guidance that retailers, suppliers, & technology providers
need to drive growth by meeting shopper needs in an omnichannel environment.

2. October 2013
The Big Problem
Many of those who understand big data’s potential
struggle to explain it to retail business leaders.
Solutions
What we can do…..
1. Bring more richness to the definition of big data
by adding business focus by application; e.g. big
data for margin enhancement, big data for
productivity improvement, etc.

3. October 2013
Solutions
2. Develop a clear vision of the end game.
There are solid starting points:
 On the supply side, the initial Efficient Consumer
Response (ECR) Report.
 On the demand side, the book “One to One
Marketing”.

4. October 2013
Solutions
3. Encourage more collaborative data sharing:
 Traditionally retailers have limited or sold access to
data, but that’s starting to change.
 Fear on the part of those “in the middle” is
discouraging data sharing.
 The trick is to find the real win/wins.

5. October 2013
Solutions
4. Create and drive adoptions of new
performance measures.
 The creative opportunity is to identify new ways to
encourage behavior in a data-rich world. Metrics will
follow.
 Traction will occur when the new measurements
become an integral part of incentive systems.
 This sounds straightforward, but it’s hard and will be
the key to accelerating change.

6. October 2013
Next Steps
• Add your perspective by participating in the Brick
Meets Click survey on big data in retail - Big Data
Survey
• Offer your thoughts on what’s needed with a comment
on the blog - What's Needed for Retail to Realize the
Full Potential of Big Data & Retail Analytics
Thanks for your contributions to this important dialogue.