"Big data"? That’s putting it mildly. Retailers today are swimming in it, from online browsing habits to in-store purchase history, social media engagement, and more.
In fact, by 2025, the global datasphere is projected to hit 175 zettabytes. An amount so massive, most of us have to stop and ask ourselves: what do we actually do with all of this data?
If you’re finding yourself overwhelmed, stuck in “data paralysis,” you’re not alone. It's hard for most retailers to make sense of all this data — knowing what’s actionable, what matters, and how to use it to guide business decisions and customer journeys with purpose. Let’s discuss how brands can overcome the overwhelming flood of data and turn it into strategic action.
Data overload isn’t a new problem, but it’s one that’s getting worse: 45.2% of companies admit they’re sitting on too much observability data. And it’s not just the volume that's overwhelming — it’s the fragmentation.
Brands have data pouring in from every direction — social media, websites, in-store interactions, loyalty programs, and customer service channels — often without any strategy to connect the dots.
That’s where many brands fall into data silos. One team analyzes website clicks, another tracks store foot traffic, but they don’t collaborate. You end up looking at so many metrics, so many dashboards, that you don’t know where to start: does this number matter? Should we concentrate more on online or in-store behavior? What’s driving conversion rates, and are we even tracking the right metrics?
Worse, when data is spread across different teams, businesses fall into reactive modes —chasing trends or responding to problems instead of anticipating needs. The result? Missed sales, frustrated customers, and stagnant growth.
Start by centralizing your data. If your data lives in separate systems, you’ll never get the full picture. Consolidating everything into one unified retail execution tool, or at least ensuring your systems communicate, is necessary to connect in-store and online data to better understand customer behavior across all touchpoints.
Once your data is centralized, it’s time to get specific about what you want to achieve. Ask yourself clear questions:
These targeted questions narrow your focus, helping you sift through the mountain of data to find what’s relevant.
Say you’re trying to improve customer satisfaction in your physical stores, for example. Your data might tell you that certain stores are underperforming, but it’s the why behind that data that matters. Maybe it’s an issue of product placement, or perhaps staffing levels during peak times are off. Once you know what’s driving the problem, you can act on it — whether that’s adjusting staffing schedules, rearranging displays, or offering targeted promotions.
A couple of other things you can do to turn data into insights:
Train teams in data literacy
Having access to data isn’t enough. You need teams that understand how to interpret it. Employees across departments should be able to read, analyze, and act on data with confidence. Investing in training programs that elevate your team's ability to read data — coupled with intuitive data tools — turns raw numbers into actionable insights.
Act quickly
Data loses value over time. The longer it takes to interpret data and implement changes, the more likely it is that the opportunity has passed. If you spot a trend — like an unexpected increase in demand for a viral product — acting immediately allows you to capitalize on it before the window closes. Invest in in-store technologies that provide immediate feedback on product performance via live insights into inventory levels, customer engagement, and sales trends.
It’s tempting to try to monitor every possible metric, but not all data is useful. Poor data quality costs U.S. businesses $3.1 trillion annually, and part of that is because of tracking irrelevant data. Monitoring the wrong metrics not only wastes time, but it also leads to decision-making based on incomplete or misleading information.
Take store traffic data as an example. You might know how many people are walking through your doors, but unless you pair that data with metrics like conversion rates or dwell time, you’re only seeing part of the picture. Trying to track every possible metric distracts from the insights that actually drive your business forward.
Instead of boiling the ocean, identify the KPIs that align directly with your business goals and focus on those. If your goal is to increase sales, focus on metrics like average transaction value and conversion rates — and ignore the noise from irrelevant data points. This keeps your strategy laser-focused on the insights that truly drive results.
Also, avoid chasing outliers outside of viral product trends. A one-time spike in foot traffic during a flash sale may not tell you much, but consistent trends over time are what reveal true customer behavior. By staying focused on patterns that repeat, you can make smarter, more sustainable decisions.
We’ve covered how important it is to make sense of the data you already have. But what if you could go a step further and anticipate what’s coming?
Predictive analytics is the missing ingredient to help retailers move from reactive to proactive strategy. It leverages historical data, machine learning, and statistical algorithms to forecast everything from product demand to customer churn.
Here's how to put predictive analytics to work:
More data doesn’t inherently mean more success — not unless you can make sense of it and use it strategically. Brands that know how to sift through the noise, prioritize the right metrics, and act on insights in real-time are the ones that will thrive.
At ThirdChannel, we’re committed to helping you navigate this transformation. We don't just feed you endless data — we present it in an intuitive, easy-to-digest format so you can act on it.
Our retail data dashboards and in-store technologies help you see the whole picture, guiding your strategy and helping you make smarter, faster decisions. Ready to make your data work for you? Schedule a demo today and let’s start turning paralysis into performance.