Investing in ecommerce channels to boost sales by marketing to consumers directly has a particularly useful byproduct: first-party data. Take Nestle as an example, which announced this week that it plans to take ecommerce sales from 13 percent to 25 percent by 2025, a move that will significantly enhance its analytics capabilities. Here are four ways that brands investing in ecommerce can leverage new automation technologies to drive conversions, according to a piece in Multichannel Merchant.
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