A data structure for customer insights
Abstract
Data-driven customer focused organisations front line business analysts and data scientists have an overwhelming collection of data about their customers. A simple data structure is presented to organise those disparate data in a way that is focused on enabling the easy discovery of customer insights by business analysts. Focusing on the customer when collecting and summarising source data ensures relevant data elements, with a general framework for both subscription and product organisations described. A concrete example of the customer insights data mart built for one subscription business is followed by four examples of actual business questions that were answered with simple queries.
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Author's Biography
Jim Porzak is a semi-retired data scientist specialising in data-driven customer insights using customer behavioral and demographic data to predict propensity to purchase and/or churn, do uplift modeling, segment customers based on cluster analysis and undertake routine marketing analytics. Jim is very active in the open-source community, particularly with R-the open-source software environment for statistical computing and graphics. He is a frequent speaker at conferences in the US & Europe.
Citation
Porzak, Jim (2017, April 1). A data structure for customer insights. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 1. https://doi.org/10.69554/JIOL8292.
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