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In data as in clothing, fashion needs the right measurements

The digitisation of commerce and the plethora of new channels and touchpoints have resulted in huge opportunities for fashion brands. At the same time, they have created confusion and a struggle to accurately measure and identify the effectiveness of digital promotion campaigns. While there is a vast quantity of valuable data available, from web browsing and shopping behaviour to mobile payment data, many brands are struggling to analyse this information and draw actionable insights from it. Eve