NOVEMBER 2024retailtechinsights.com8In my opinionCarving a Path in the IndustryI've learned the importance of paving your own way. You have to be intentional in noticing what you are good at and what you enjoy doing. I have found this to be extremely valuable. I enjoy working with data, researching, finding insights, teaching and presenting in a simplified and entertaining fashion. This led me to pursue a career with IBM and then with Fossil. It requires creativity to create opportunities. If you come to your boss with a well-thought-out proposal, it's hard to turn down. There is a significant difference between people who come up with problems and people who come up with solutions. I try my hardest to be the latter. I am obsessed with learning, and my current role fits like a glove. My team and I learn about topics impacting our consumers and the ever-changing industry through experimentation and research.The Game-Changing Trends in RetailI see three significant trends:Personalization: It will soon be normal to tailor experiences based on where in the customer journey someone is (awareness, consideration, purchase, post-purchase), based on customer interest (categories or products), based on individual shopping tendencies (price sensitive, technical specs, socially influenced). This is done by understanding the consumer and anticipating their needs.Marcela Gutierrez has worked in analytics and e-commerce for 18 years. As the head of global digital analytics, she excels in understanding business needs. She has built global teams and trained on diverse topics ranging from cross-cultural communication to the nuances of data visualization, and the intricacies of A/B testing, etc. She fosters learning environments and is known for over-delivering on expectations.Through this article, Marcela Gutierrez emphasizes the importance of carving your own career path by identifying your strengths and passions. She highlights creativity and proactivity as critical to success, advocating for bringing well-thought-out solutions to the table. Gutierrez also outlines three key retail trends: personalization, AI integration and seamless automation, which are reshaping the industry. She underscores the challenges in managing data overload and ensuring ethical responsibility in data collection.By Marcela Gutierrez, Global Head of Digital Analytics and Optimization, Director, Fossil GroupMASTERING DIGITAL ANALYTICS FOR RETAIL SUCCESSMarcela Gutierrez
< Page 7 | Page 9 >