Paul Sill uses data and predictive analytics to help retailers, restaurants, and other brick-and-mortar businesses make site selection decisions. Paul explains the critical difference between correlation and causation in retail data, explaining that misreading data can lead to costly mistakes. He also discusses how new data sources like social media behavior and mobile foot traffic are shaping modern site selection, why AI still can't replace human judgment in real estate modeling, and the importance of validating instincts with data. Paul, who also teaches at DePaul University, emphasizes that good analytics are about mitigating risk, not providing easy answers.

Paul Sill is Managing Director and Head of the Visionary Insights Group at JLL,

James Cook is the Director of Retail Research in the Americas for JLL.

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