The explosion of digital technologies over the past decade created a ubiquitous shopping culture where consumers can get anything they want to be delivered to their doorsteps at a competitive price. In response, retailers and service providers have scrambled to develop big data and analytics capabilities in order to understand their customers. For much of this time, companies have been reacting to customers, trying to anticipate their next moves and position themselves in shoppers’ paths as they navigate the decision journey from consideration to purchase.

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