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Data Driven Marketing For Dummies by David Semmelroth

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Chapter 18

Ten (or So) Ways to Capture Customer Data

In This Chapter

arrow Linking anonymous transactions to customers

arrow Capturing data online

arrow Capturing data at the point of sale

arrow Purchasing customer data

Bits and pieces of customer data are spread out over virtually all the systems that your company uses. But this data is only useful to you if it’s centralized and can be connected to customers. Much of your company’s sales and transaction data is either summarized or cannot be directly traced back to individual customers.

There’s also a lot of information that would be useful to you if it were actually captured. The conversations that occur between your sales staff and customers uncover a great deal of information about customer’s attitudes and preferences. This information would be of great value to you if you could capture and store it.

tip.eps In this chapter, I talk about some ways you can increase the amount of customer data in your database. When evaluating which of these techniques you might ...

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