Cracking the digital-shopper genome (McKinsey&Company)

By Gadi BenMark and Maher Masri Source: McKinsey.com, August 2015 Why do online shoppers remain a mystery for companies? McKinsey brings the solution – the shopper genome – converting the vast amount of data regarding consumer behavior and desires into meaningful insights. Companies should aspire to create a complete picture of the customer across a […]
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