Retailers continue to collect this data and many have made good use of it, segmenting and targeting customers and rewarding loyal behavior with discounts and offers. Still, many sense that there’s untapped potential. They’re right. With the cost of data storage plummeting and the capabilities of analytical tools on the rise, this data’s value is set to skyrocket. John Bible, Senior Director of Retail Data Science and Insight at Oracle Retail shares his view on how insights from these vast data storehouses can scientifically inform retailers’ decision-making in critical strategic, tactical and operational areas, including category management, shelf space allocation and new product introductions.