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Big Data: The Ultimate in Customer Tracking

OAK BROOK, IL--Big Data or Big Brother? Yes, says RPAI's Maria Pope Toliopoulos, but the benefits of modern customer tracking can't be denied. Big Data is less like Big Brother and more like Moneyball.

By John Salustri | johnsalustri | Updated on May 16, 2017

Toliopoulos: “Traffic is irrelevant if you can't get potential customers to make a purchase in your store or be influenced by the store to purchase online.” Toliopoulos: “Traffic is irrelevant if you can’t get potential customers to make a purchase in your store or be influenced by the store to purchase online.”

OAK BROOK, IL–What exactly is Big Data? “It’s as formidable as the name sounds,” says Maria Pope Toliopoulos, SVP and director of national retail leasing and services for RPAI. “It’s taking all of the transaction points, WiFi profile information and consumer provided  data from a websites like rewards program, and consolidating it in a way to make strategic operational decisions.”

These can range, she says, from merchandising and marketing to inventory control and real estate strategies and, as such, are useful for retailer and landlord alike. “It’s all a matter of how you slice and dice the data, and ultimately use it,” she says.

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