As a retailer looking to implement an effective marketing campaign, the default decision is to target your most loyal customers. Why? Because they’ve spent money with you already, so by sending them your latest catalogs or coupons, you’re tapping into a sure thing. However, you're actually making one of the biggest and most frequent mistakes in the industry.

Michael Feindt, founder of Blue Yonder, a JDA company and the leader in AI in retail, writing recently on Forbes.com  about how AI can be used to measure causality and boost retail sales.