Imagine you’re the architect of a mall. It’s crowded with shoppers and you’re analyzing them from a bird’s eye view.
You’re taking note on what they purchase, stores they visit, if they didn’t buy anything and even how much time they spent at the food court. You see what directional paths they take, you note the ads they experience and free products they sample. You even note the confused shopper who came in to visit three shoe stores but ended up leaving with a new purse.
At the end of the day, you have acquired knowledge that can be used to implement a better shopping experience. By improving this experience and the ease of shopping, you will increase performance, efficiency, sales and repeat business.