Conversation is essential to any retailer’s branding strategy. But in the ongoing shift from brick and mortar to online stores, the channels used for connecting with customers have changed. Promotional mailers have been replaced by email, helpful store clerks by live chat prompts, and customer support phone numbers by omni-channel online communication strategies. The shift to virtual customer engagement presents an exciting opportunity for sales optimization: every customer interaction generates data that can be analyzed to create valuable insights. And as the adage goes, what gets measured gets improved.