Boris Rütten (Global Head of eCommerce at Henkel, who visited us 2023) and Salim Bachatene (SVP eCommerce Sales at NIQ) join us to tackle one of the most critical, and often overlooked, topics in modern commerce: Data.
For years, eCommerce teams have focused on growth levers without fully addressing the complexity of bringing data together. But as AI and advanced analytics take center stage, the reality is clear: without strong data foundations, there is no meaningful insight and no scalable impact. In this podcast we explore how brands can connect online and offline data, establish the right governance, and turn fragmented inputs into actionable, cross-functional decisions.
Topics covered:
- Why data has traditionally been ignored in eCommerce—and why that’s changing fast
- The three essential layers of commerce data: online, offline, and the connection between both
- Why AI and insights are only as strong as the data behind them
- The consequences of poor data management—and how to avoid them
- Governance: who should own data internally, and how to structure it effectively
- Navigating a world without digital shelf standards
- Practical recommendations to move from siloed data to actionable growth
