We use cookies to personalize content, to provide social media features and to analyze our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. For information on how to change your cookie settings, please see our Privacy policy. Otherwise, if you agree to our use of cookies, please continue to use our website.

Consumer Digital Data

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