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.