A recent university study finds many retailers are still using “very basic tools” rather than advanced analytics partly because the analytics function is “often run by people who do not really understand” the retail business.
The study was based on interviews with 24 retail executives in the Americas, Europe and Asia, and found employees seeking solutions from analytics teams often tune out after realizing they don’t understand their problems.
The researchers, led by the University of Chicago, told the Harvard Business Review, that executives “told us they face a critical lack of employees with the right skills to design and use analytics tools.
