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Top tips for analysing data

Advice from Graham Cooke, Chief executive at QuBit

1 Bring your data together Most retailers have got multiple data collection and processing applications working separately. Bringing it together in one application exponentially increases the value you can extract.

2 Combine data and creativity The data can tell you what you need to do to your site, but you still need great creative minds to make that a reality. Bringing together data analysts and creative marketers and designers will make the most of data investment.

3 Look for new data Every retail site has a basic analytics package, some customer relationship management and other customer data tools. However, don’t be restricted by traditional data types. There is a whole range of new places you can look for data and metrics that can tell you about your site, whether it be customer service records, your social presences or even in-store.

4 Start small It can sometimes feel as if the best solution is to rip and replace a whole system in order to make fundamental change. However, careful data analysis can often indicate small changes that can make a major difference to the performance of your site. Start with the small changes that make a big difference.

5 Expect the unexpected If you go into a data analysis process with an expectation of what you’re going to find then you might miss results that you’re not looking for. Go in with an open mind and let the data tell you what’s happening.

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