Digital marketers understand that just because something is measurable doesn’t mean it’s relevant. They also get that the greater measurability offered up by Google, Facebook and Amazon doesn’t translate to performance reporting you can use, or provide clear, actionable retail intelligence.

Not understanding the difference between measurability and transparency is dangerous and costly. Retailers that understand how to navigate this distinction have an advantage and a greater likelihood of strong business outcomes.

Join Econsultancy’s Stefan Tornquist and author Andreas Reiffen as they explore these risks and compare notes on strategies and solutions.