The Customer Database, Analytics, and the Data-Driven Organization
Data Analysis Provides a Consistent Framework
In the beginning of this book, I said if it can be digitized, it can be measured. Without the customer database, digitized for access, we cannot perform marketing analytics. We might think of the types of analyses we wish to perform first, so that we make sure we collect the right data and have the right processes in place to clean that data. However, the database is the best place to start to develop an analytics program. In general, customer database includes internal, external, and modeled data (Figure 9.1).
Get Digital Marketing Management, Second Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
