The digital path to purchase is increasingly dominating retail sales. By that I mean consumers are increasingly using mobile devices (especially smartphones) at some point during their journey. The good news for retailers is that this means useful data is constantly being generated. Taking advantage of emerging opportunities to influence buying behavior on the customer's digital path to purchase requires autonomous, cognitive marketing tools because those opportunities can pop up instantly and disappear just as quickly.
Taking Advantage of Emerging Opportunities on the Consumer’s Digital Path to Purchase