Martin Bell | Digital Director | Hotel Chocolat

I asked Martin, "What's been the biggest unlock for you in your eCom career?"

Here's his take...

Data is key and the answer to many a problem lays within the insights available. Businesses however can become obsessed with having data for the sake of having data. Ask yourself “why do I need this data and “what answers will it give me to solve the problem in hand”. 

As helpful as data can be to make informed decisions the most successful leaders will take risks and make decisions without all the information available to gain early competitive advantage. The most successful teams are not afraid to fail fast and learn from this.

Finding the balance between what data can support next best action whilst not being shy in making bold decisions in the absence of this is key for success.