The power of customer data

James Burnham
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James Burnham: Tealium Inc., USA

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 4, 306-311

Abstract: This paper attempts to encapsulate the myriad changes that have taken place to the world of data, and how businesses interact with it, since the 2000s began. The collection and organisation of data regarding customers specifically has become so delicately entwined with marketing effectiveness that companies who have undergone effective digital transformations have leap-frogged those who have not. Once the necessary systems have been set to accomplish the above, the correct usage of that customer information becomes yet another hurdle to face.

Keywords: data strategy; digital transformation; marketing strategy; identity resolution; marketing operations; use cases; lead scoring; customer journey (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:10:i:4:p:306-311

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