1. Collect the Data
Data is the key to knowing your customer. It creates the 360-degree view that allows a business to understand its customers’ intent, preferences and needs. Every customer interaction with every touchpoint has the ability to generate—and be fueled by—data.
The good news is that actionable data is available in abundance. A company can choose to purchase data from a third party, or gather it themselves. Businesses simply must decide what to collect. Whether the data comes from media usage data, call center interactions, mobile app clickstreams, transactions (purchases), in-store or cross-channel interactions between brand and customer—it’s all valuable and can be a business differentiator.
In addition to determining what to collect, every company must figure out how to collect it. Should some data be collected in real time? Should everything be done in batch mode so that end-to-end data collection occurs every night? These questions should be answered in the CDP’s input/output infrastructure.