A brief history and the future of customer data

Jim Sterne and Thomas H. Davenport
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Jim Sterne: Business Scaling Consultant, Online Marketing Analytics and Founder, Applied Technology Evangelist, USA
Thomas H. Davenport: Professor, President's Distinguished Professor of Information Technology, Babson College, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 10, issue 3, 194-204

Abstract: This paper explores the evolution of customer data technologies from their inception in the 1980s to the present and speculates about the future. The paper highlights promises made and challenges encountered, examining the rise of database marketing, the impact of the Internet and social media, and the ongoing struggles with personalisation and customer relationship management. The paper reviews several different aspects of the customer relationship and discusses how and why technology and data have not been as effective as promised. By reviewing case studies, including Amazon's pioneering efforts, and recent advancements in artificial intelligence — particularly generative AI — the paper provides a comprehensive overview of the current state of customer data technology. The paper also argues that the current array of tools that marketers can employ for customer relationships is much richer than in the past and could be used to dramatically improve customer satisfaction and value. Looking forward, the paper explores the potential for data integration, federation and advanced AI technologies to finally deliver on the long-promised benefits of personalised customer experiences. Given past outcomes, the current authors hesitate to suggest that it will solve all customer-related marketing problems, but are optimistic about improvement.

Keywords: customer data; personalisation; generative AI; customer relationship management (CRM); data integration; data federation; sentiment analysis (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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