Today we live and shop in a world complete with real-time features, experiences, and tools that empower consumers to compare dozens of shopping sites, predict whether prices will go up or down, filter out merchants by reputation scores along multiple dimensions, and accomplish these tasks all within seconds or minutes. In this new "real-time" world, both buyers and sellers use data and analytics to further reduce the transaction costs of e-commerce. As a result, advertisers and brands have to quickly become more sophisticated real-time marketers – or they won't be able to compete for increasingly savvy shoppers armed with digital tools of their own.
In his latest ClickZ column, Xuhui Shao dives into how data-driven tools and more effective advertising create valuable experiences for the consumer.
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