Data collection for integrated customer data management: Concerns, considerations and best practices
Abstract
Collecting customer data in the omni-channel, multi-device, always-on world is both art and science. The science of it is well enabled by the modern tools and technologies available to track, collect and manage customer data. The art of it is not just winning customers’ trust in order to access their data, but understanding how to use said data to deliver a delightful customer experience. This paper starts by locating the activity of customer data collection within the larger context of building an integrated customer data management programme. It then delves deeper into some of the concerns, questions, considerations and best practices regarding data collection in the modern business environment. The paper concludes that in the race to win customer loyalty in the ‘experience economy’, data collection is not the end, but rather the starting point. Marketers must strike the right balance between data volume and value, and between speed and depth. They must also find the right pace for data collection in order to build ever-smarter customer data management systems. This paper suggests a number of approaches to help marketers make the right start in this endeavour.
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Author's Biography
Chitra Iyer is Editor-in-Chief at MarTech Advisor, a leading global publication focused on marketing technology strategies and practice, where she leads the planning and execution of content strategy. Her interests include customer data management, customer experience and digital transformation. She writes about martech in a way that simplifies this complex landscape for the end reader, while still addressing the depth and layers of the subject. Chitra has studied media and communications at the London School of Economics and Political Science, and has worked on both the practitioner and vendor side of marketing, with companies including Timken, Tata Sky and Procter & Gamble.
Citation
Iyer, Chitra (2019, May 9). Data collection for integrated customer data management: Concerns, considerations and best practices. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 5, Issue 1. https://doi.org/10.69554/SFAD6235.
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