In our third installment of BloomReach University, Video Campus, Brian Beck, senior vice president of e-commerce and omni-channel strategy for Guidance, talks about the role of data in e-commerce and retail. Beck shares some thoughts about how to handle data silos and offers a reminder that customers are not all that concerned with what is happening behind the scenes. They just want to buy products. Mike Cassidy is BloomReach's storyteller. Contact him at firstname.lastname@example.org; follow him on Twitter at @mikecassidy.