Editor
If a retailer has stores in two nearby cities, does it help to know that it’s expected to be a single degree hotter in one city than the other around the time of an upcoming sale?
As it turns out, it does. (More on this later.) Companies can collect petabytes of data covering everything from weather to shopping activity that they hope will let them predict customers’ behaviour, identify trends or figure out what to stock — and where.
No…
