For years, companies have used digital supply chain technologies to improve service levels and reduce costs. But the inability to connect disparate systems, provide end-to-end visibility into the supply chain, and crunch massive amounts of data, among other issues, has prevented many companies from achieving the full potential of their supply chains. Now, thanks to the wide availability and adoption of much more powerful digital technologies, including advanced analytics and cloud-based solutions, companies are generating dramatically better returns on their investments.

The traditional supply chain and the supply chain management function are being morphed into an integrated value chain. This optimization makes up for a more efficient flow of supplies and products; and more importantly, an emphasis in customer and business value.

The IBM Digital Analytics Benchmark showed us that consumers are flocking to their computers and mobile devices to buy, browse and research. This all sounds great but, here is the challenge - at the same time their attention spans are at an all-time low. So, what does this mean for marketers and retailers?

When the term "cloud" came into popularity about a decade ago, it was so vague, encompassing so many different types of services. We prefer somewhat more precise terms, such as Software-as-a-Service. However, the term cloud took on a life of its own and everyone and their brother wanted to be known as a cloud solution provider (thus stretching the definition even further).

The emergence of Big Data poses significant challenges to retail supply chains. But it also offers the opportunity to gain new insights into customer demand. Annibal Sodero, assistant professor at the Walton College of Business University of Arkansas, explains.