Figures: Chapter 10 – Multichannel Marketing Profile example

Typical customer profile components

For decades already, CRM has sought to embrace this opportunity by gathering as much customer profile data as possible. That’s great, but it has its limits in a world that is increasingly privacy-conscious

Depending on the maturity of a marketing team, these data lakes usually combine customers’ transactions, account information, and marketing interactions from all mainstream channels. In addition, some behavioral data is included, especially from digital channels, e.g., most recent products viewed or abandoned in shopping carts. 

Figure: Multichannel Marketing Profile components for customer marketing. Source: Multichannel Marketing: Metrics and Methods for On- and Offline Success.