{"id":31653,"date":"2021-06-30T15:00:37","date_gmt":"2021-06-30T14:00:37","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=31653"},"modified":"2021-07-07T09:56:16","modified_gmt":"2021-07-07T08:56:16","slug":"types-customer-data","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/customer-relationship-management\/customer-privacy\/types-customer-data\/","title":{"rendered":"The four key types of customer data for marketing or&#8230; how valuable is knowing my customers pet&#8217;s name?"},"content":{"rendered":"<h2>A comprehensive checklist for auditing different customer data types in a CRM or Email marketing system<\/h2>\n<p>In today\u2019s world of ever-increasing data availability, volume and variety the challenge to know which data is valuable to you is a key step in starting to build a marketing solution. An often-cited response is that \u2018all data is important\u2019 and this may be true, but to help decide which elements are critical in the initial stages of building your solution a method to identify at the value of each type of customer data is key.<\/p>\n<p>In this post, I will look at how to audit customer data based on its type and value. \u00a0The examples will show why it's important to be selective when reviewing customer data in CRM and Email marketing.<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/11\/WhatValueData-Image.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/11\/WhatValueData-Image-550x396.jpg\" alt=\"What Value Data?\" width=\"550\" height=\"396\" \/><\/a><\/p>\n<p>Over numerous implementations of <a href=\"https:\/\/www.stirista.com\/database-marketing\" target=\"_blank\" rel=\"noopener\">Marketing Database solutions<\/a>, I have seen many types of data, including \u2018pet\u2019s name\u2019, \u2018favourite colour\u2019, \u2018number of car doors\u2019 which all have potential value to different markets:<\/p>\n<ul>\n<li>Pet\u2019s Name \u2013 Pet Supplies Retailer.<\/li>\n<li>Favourite Colour \u2013 Retail, particularly clothing.<\/li>\n<li>Number of Car Doors \u2013 Motor Insurance industry.<\/li>\n<\/ul>\n<p>When first considering each data element, the ability to classify it can help determine how valuable and which phase of a solution it should be delivered in, if at all.<\/p>\n<p class=\"p1\"><div class=\"monthly_campaign_blog_cta_banner monthly_campaign_blog_cta_banner_156432\" style=\"background-image:url(https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/09\/1718x600.png);\"><div class=\"monthly_campaign_blog_cta_banner_main_content\"><h3>Need a plan to create a winning marketing strategy?<\/h3><p>Get started today using a tried and tested step-by-step process to optimize your marketing.<\/p><a target=\"_blank\" class=\"but_2019 section_cta yellow\" href=\"https:\/\/www.smartinsights.com\/content\/create-a-winning-marketing-strategy\/\" onclick=\"ga('send', 'event', 'October 2020 LP Content Blog Banner', 'Clicked', 'Create a Winning Strategy', 1);\">Start Now<\/a><\/div><img decoding=\"async\" class=\"monthly_campaign_blog_cta_banner_img\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/09\/1718x600.png\" alt=\"\"><\/div><\/p>\n<p>The following list provides examples of data elements and will help you quickly identify the critical pieces of information to your business and goals from the various different data sources. Typically the priority order of the data is as follows:<\/p>\n<h3>1. Customer Identity Data<\/h3>\n<p>At the heart of database marketing is the individual, so knowing who the individual is and being able to build and maintain a Single Customer View provides the first type of data, Identity. This includes any information which enables an individual to be uniquely identified and includes:<\/p>\n<ul style=\"font-size: medium;\">\n<li><strong>Name Information<\/strong> \u2013 Title, First Name (Forename), Last Name (Surname), Designatory letters, etc.<\/li>\n<li><strong>Person Information<\/strong> \u2013 Date of Birth, Gender, etc.<\/li>\n<li><strong>Postal Address Information<\/strong> \u2013 Building Number, Building Name, Address Lines, Town, County, Postal\/Zip Code, Country, etc.<\/li>\n<li><strong>Telephone Information<\/strong> \u2013 Home Telephone No., Work Telephone No., Mobile No., etc.<\/li>\n<li><strong>Email Address Information<\/strong> \u2013 Personal Email Address, Work Email Address, etc.<\/li>\n<li><strong>Social Network Information<\/strong> \u2013 Facebook Identifier, Twitter Address, Linkedin identifier, etc.<\/li>\n<li>Account Information \u2013 Details of your customer\u2019s account ids or user ids.<\/li>\n<li>Job Information \u2013 Company Name, Department Name, Job Title, etc.<\/li>\n<li>Permission and Suppression Data \u2013 Not distinctly an identity element of data, but equally important is the information concerning permission to communicate and reason for not communicating (suppressions).<\/li>\n<\/ul>\n<h3>2. Quantitative Data<\/h3>\n<p>Once you understand who the individual is the next key element is the measurable operational data, which enables you to understand how your customer has behaved, transacted or reacted with your business. This includes any information which describes activity completed between the customer and your business:<\/p>\n<ul style=\"font-size: medium;\">\n<li><strong>Transactional Information (Online and Offline)<\/strong> \u2013 Number of products purchased, actual products purchased, Order\/Subscription Value, Order\/Renewal dates, product abandonments (abandoned baskets), Product Returns, etc.<\/li>\n<li><strong>Communication Information (inbound and outbound)<\/strong> \u2013 Communication date, communication channel, Opens, Click throughs, etc)<\/li>\n<li><strong>Online Activity<\/strong> \u2013 Website visits, product views, online registrations, etc.<\/li>\n<li><strong>Social Network Activity<\/strong> \u2013 Facebook likes, Twitter interactions, etc.<\/li>\n<li><strong>Customer Services Information<\/strong> \u2013 Complaint details, customer query details, etc<\/li>\n<\/ul>\n<h3>3. Descriptive Data<\/h3>\n<p>Understanding who the individual is and the type of activities they complete with you provides a good starting point for any marketing database. To gain a fuller perspective of your customer additional profile information is crucial. This provides additional information about your customer, beyond the identity and quantitative details, covering:<\/p>\n<ul style=\"font-size: medium;\">\n<li><strong>Family Details<\/strong> \u2013 Marital status, number of children, age of children, etc.<\/li>\n<li><strong>Lifestyle Details<\/strong> \u2013 Property type, car type, number of car doors, pet ownership, etc.<\/li>\n<li><strong>Career Details<\/strong> \u2013 Profession, Education level, etc.<\/li>\n<\/ul>\n<h3>4. Qualitative Customer Data<\/h3>\n<p>The final type of data you will come across provides further description of your customer and potential behaviour and is usually provided by questionnaire type information where an attitude, motivation and opinion is provided:<\/p>\n<ul style=\"font-size: medium;\">\n<li><strong>Attitudinal information<\/strong> \u2013 How do you rate our customer service, how do you rate the value of the product, how likely are you to purchase our product again, etc?<\/li>\n<li><strong>Opinion<\/strong> \u2013 What is your favourite colour, where is your favourite holiday destination, etc.<\/li>\n<li><strong>Motivational<\/strong> \u2013 Why was the product purchased (personal use, gift for someone, etc), what was the key reason for purchasing our product (locality, price, quality), etc.<\/li>\n<\/ul>\n<p>Using this simple classification process and relating them to your core business goals, will enable a quick identification of which data provides the information critical to the core success of your business. This can then be used to plan the appropriate delivery phases, with clear understanding of the value achieved from each data item included, enabling you to answer the question \u2018How valuable is knowing my customer\u2019s pet name?\u2019 to your business.<\/p>\n<p class=\"p1\"><div class=\"monthly_campaign_blog_cta_banner monthly_campaign_blog_cta_banner_156432\" style=\"background-image:url(https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/09\/1718x600.png);\"><div class=\"monthly_campaign_blog_cta_banner_main_content\"><h3>Need a plan to create a winning marketing strategy?<\/h3><p>Get started today using a tried and tested step-by-step process to optimize your marketing.<\/p><a target=\"_blank\" class=\"but_2019 section_cta yellow\" href=\"https:\/\/www.smartinsights.com\/content\/create-a-winning-marketing-strategy\/\" onclick=\"ga('send', 'event', 'October 2020 LP Content Blog Banner', 'Clicked', 'Create a Winning Strategy', 1);\">Start Now<\/a><\/div><img decoding=\"async\" class=\"monthly_campaign_blog_cta_banner_img\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/09\/1718x600.png\" alt=\"\"><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A comprehensive checklist for auditing different customer data types in a CRM or Email marketing system In today\u2019s world of ever-increasing data availability, volume and variety the challenge to know which data is valuable to you is a key step &hellip;..<\/p>\n","protected":false},"author":49607,"featured_media":31865,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[401],"tags":[1434,1418,910,911,1441],"class_list":["post-31653","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-privacy","tag-crm","tag-data","tag-data-driven-marketing","tag-data-type","tag-email","srace-engage"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer data value for marketing [tools and templates]<\/title>\n<meta name=\"description\" content=\"This blog provides a method to classify and understand the customer data value each element can provide to a marketing solution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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