Virtuoso handling of customer data
Collecting customer data is getting easier and easier for companies. The current challenge, however, is the useful and profitable integration of this data into existing business processes.
Merging different data sources with Big Data data sources in a completely integrated environment such as Pentaho enables companies to gain a 360° view of their customers, on demand.
Today, 80% of all customer data comes from sources such as social media, blogs, forums, tweets, web shops and internet sites. Combining, enriching and permanently associating such structured and unstructured data from the Big Data pool with customers provides new insights into customer behaviour.
Having a 360° view means constantly keeping all data from all sources up to date and to a predefined quality and making this information available for use. The following information categories are of particular interest in customer analytics:
- Customer characteristics (preferences, needs, desires)
- Customer interactions (offers, click streams, notes)
- Customer activity data (orders, payments, length of stay)
- Data that describes the customer (special features, self-evaluations, demographics)
Companies that collect data aim to know "everything about each customer". The benefits of having such a 360° view of a customer can only be reaped, however, if we succeed in converting this knowledge into target-oriented measures and actions for every customer interaction. This can be achieved with customer analytics.