Digital information is collected about online consumers in many forms and methods and at varying levels of granularity all across the internet. From searches and site visits to email opens, mobile opt-ins, social networking, self identification and online purchases, data is captured at every touchpoint. The challenge for marketers is knowing which data is meaningful to their Customer Relationship Marketing (CRM) strategies and how to put it to work for their business success. This paper explores the following dynamics of consumer digital data and its CRM applications:

• Where and how digital data is collected     
• Types of digital data that are available
• What is known or can be inferred from digitally-sourced data
• The value and pitfalls of the data
• Useful applications and strategies for leveraging digital data