Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 50

DATA SCIENCE

STARTING WITH
THE CUSTOMER
Leveraging data and science to make better, more
informed business decisions.
BY SEAN C. TARRY

THE opportunities available to businesses today to leverage data and the latest technologies to im-

prove engagement and the overall customer experience are nearly limitless. However, without the
right strategies in place and a deep understanding of the customer, no amount of technologies or data
will help achieve their business goals.
Canadian Retailer recently sat down with Jose Luis Gomes, Head of North America for dunnhumby-
a global leader in customer data science-to discuss the importance of data today and the need for retailers to develop data-led customer strategies in order to succeed and grow their businesses.
CR: How important is data in today's digital world
and how can it be used to help inform business
decisions?

CR: Where should businesses start when
it comes to leveraging data to inform
business decisions?

Jose Gomes: Customer data is becoming more preva-

JG: It all needs to start with a customer-first

lent. The digital world has brought us a better understanding of customer behaviour and, as a result, the
ability to personalize their experiences with brands.
It's also helping to create a number of opportunities
for retailers. However, in order for businesses to realize these opportunities and offer their customers a
truly personalized experience, they need to structure
and operate differently to make the right decisions.
Where should investments be made? Where is focus
required for improvement? Science and software help
support the business. And the data that's generated as
a result can help inform retailers, providing them with
information to guide their decisions.
50 |

CANADIAN RETAILER

| FOOD & GROCERY

approach, which is nothing more or less than
having a really solid understanding of what
matters most to your target customers, the
one's you'll grow your business with. Once
a retailer understands what their target customers want, the next piece that is often missing is how to deliver on those wants versus
their competitors. To enable execution, each
business needs to evaluate their core competitive strengths and weaknesses and how
to link all of their strengths with the available
opportunities. From there, an understanding
of required investments will be gained.



Canadian Retailer Magazine - The Food & Grocery Issue 2019

Table of Contents for the Digital Edition of Canadian Retailer Magazine - The Food & Grocery Issue 2019

Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 1
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 2
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 4
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 5
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 6
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 7
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 8
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 9
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 10
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 11
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 12
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 14
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 15
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 16
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 18
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 19
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 20
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 21
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 22
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 49
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 50
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 51
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 53
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