Compared to the other industries, fashion companies are quite slow in adopting the “big data analysis” as the daily routine. Still, the majority part of the decisions is driven by the creativity rather by the analysis. However, the reality of nowadays and the wide penetration of the technology influenced on the business and on the customers’ behavior, which created a need of the analysis of the brand’s performance and customers’ responses at the various touch points: brick-and-mortar store, social media channels, online store and so on.
At the same time, it is very easy to be lost in Data, every channel has its own data analytics center and it is crucial to understand which KPIs are important to look at and how to read the data to take further business decisions.
Today there is a wide range of platforms that can gather the data and calculate KPIs but the human brain still plays the major role to choose the right indicators for a concrete business case, connect the dots in between and based on these results build the future strategy.