Tips to Consider Before Leveraging Customer Data For a Targeted Customer Strategy

By: Max Kenkel, Solution Line Leader, Customer Solutions

Here’s an example: For one client, we collect rebate submissions, which means we see somewhere between 150,000 and 500,000 customer activations through our system. We know the product lifecycle; on paper, retargeting those customers when the product typically needs replaced with a customized offer to ensure they purchase from our client’s brand again *seems* like an obvious approach. Yet here we are over five years later and we’ve yet to maximize that data, despite repeated attempts.

Good customer data is data we can act on, turning it into a behavior change or an incremental purchase—or (ideally) both.

Use the data to inform your engagement strategy, which motivates your audience to do something different or repeat desired behaviors. But how do you know what is good data? In short: data that is clean and complete.

But if that’s not clear enough, continue reading for examples (good and bad), uses and key advice for each type of data.