Using diverse data sets in analytics strategies can help companies deeply understand their customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 15, 2020, 10:03 AM UTC

Looking at only one set of customer data can reveal an incomplete aspect of their behaviour and needs.

Businesses should use diverse data sets in their analytics programs to get a holistic view of their customers. Instead of focusing only on consumers’ buying patterns of a single branded product, marketers must find out where else their customers shop, and what products are they reordering.

Collecting insights from different teams can help brands get diverse perspectives on gathered data sets. To ensure complete collaboration of different teams, businesses should create a common language for tagging and sorting the data.

Marketers can also build compatible systems, like Customer Data Platform (CDP), to break down data siloes across departments. Involving employees with different backgrounds can further help businesses avoid data biases and get an unhindered view of the data.

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