How does the customer experience benefit from better customer data?

Tarik Kilinc
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Tarik Kilinc: Senior Digital Marketing Consultant, adesso SE, Germany

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 10, issue 3, 216-226

Abstract: This paper explores how improved customer data enhances the customer experience through advanced personalisation, data-driven decision making and optimised marketing strategies. By leveraging zero party data and first party data, organisations can gain deep insights into customer preferences and behaviours. Integrating these types of data into customer data platforms allows for the creation of unified customer profiles, enabling seamless, cross-channel personalised experiences. Additionally, A/B-testing plays a crucial role in refining marketing efforts based on these comprehensive data insights.

Keywords: customer data; personalisation; customer experience; zero party data; first party data; customer data platforms; A/B-testing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2024:v:10:i:3:p:216-226

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