"Big Data" Isn't Enough: Get Behind Machine Learning

This holistic approach allows retailers to develop a more nuanced understanding of customers based on multiple perspectives. A machine learning platform would recognize that the woman who purchased luxury perfume only did so because of a steep discount, and could factor that into their data analysis. Retailers that have a wide variety of information about customers can serve them much more effectively, because they can target individual shoppers with highly personalized discounts and offers, through the right channels at the right time.