Getting quality customer data is not easy.
Julie Daly, vice president of digital commerce for plus-size retailer Ashley Stewart Inc., knows firsthand the challenges of managing customer data coming from stores, disparate systems and duplicated accounts.
The retailer began using marketing analytics platform AgilOne Inc. in 2016, Daly told Internet Retailer at the National Retail Federation 2019 conference in January. The retailer started with just its ecommerce data as a trial run but knew it needed to feed in its store-level shopper data to get a holistic view of the shopper. Ashley Stewart has 89 stores.
It took close to eight months for the retailer to launch on the platform because it took months to clean its data, or to ensure it was a good quality, Daly says. For example, one shopper could have multiple email addresses or names associated with her, which