How to build the right data architecture for customer analytics

Retail is one of the most obvious places you'll have seen this. Since the onset of the pandemic, traditional bricks-and-mortar brands have rushed to optimise their digital offerings, boost home delivery and launch'click and collect' services as consumers have flocked online. In July, a landmark McKinsey report concluded that in just three months, we'd seen 10 years' worth of e-commerce growth. It's a trend that isn't likely to reverse. The digital customer experience is rapidly shifting from being a competitive differentiator to the key to a company's survival in a new, digital-first economy.