Thursday, January 26, 2006

Compiling and Managing Three Types of Customer Data

Most marketing databases hold three types of customer data.

Demographic Data – Individual, household or company data describes the customer in a physical or descriptive manner. This is the most commonly available data, and it tends to be the least proprietary.

Relational Data –Transactional data describes the relationship you have with the customer. This data is accumulated in your company’s operational systems, but only a small amount of the data is typically needed in the marketing database.

Contextual Data – The most relevant data is about the customer’s interests, wants, needs and expectations. This is the real gem of the three kinds of data because it gets at the emotional triggers that impact the quality of the relationship.

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