For retailers, being data-driven in the 21st century is not a luxury but a matter of survival. Everything is measurable: from engagement to purchase patterns, and that creates the need for leaders who are capable of being both creative and analytical when it comes to integrating data into their decision-making process. To explore this challenge, I spoke with Kshira Saagar, Head of Analytics and Data Sciences at The Iconic, one of Australia’s leading online retailers. Previously at Datalicious and Fairfax, Saagar was responsible for institutionalizing data-driven analytics across the company’s core competencies and building next-generation analytical products for his organization.