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You might think you have a solid grasp on who your customers are, but chances are – you don’t know them as well as you think you do.

Statistics like average order value and units per transaction might offer you some insight, but these metrics offer an extremely narrow range of information. Also, customer analysis is affected by bias, informed by an ideal view, and the result ends up being a self-fulfilling conclusion.

If you really want to know something about your customers, think about what you know to be fact and the reasons you know it. It’s easy for a single statistic to trigger a carved-in-stone commandment. Therefore, it’s critical to emphasize unimpeachable facts, not the confirmation of preexisting opinion.

Reliable data

Data storage is a hot-button topic at the moment, with brands currently making huge investments. However, capturing information isn’t enough because it is dependent upon the lowest common denominator.

Data is fragmented by nature: Every data type has different sources, attributes and amounts of complexity. When information sources combine, the result is only as useful as the weakest data source.

It takes a genuine internal view of overall data health to determine if systems are going to the proper places and to make certain you’re leveraging investments across the entire company, not only in siloes.

Eliminating bias

Most analytics teams are stretched very thin, and as a result, teams often can’t provide the degree of analysis needed to generate significant improvements or gain significant competitive advantage.

Product owners and channel marketing experts are then on the hook for developing insights. This arrangement can be effective short term, but studies in this environment are undoubtedly impacted by their specific objectives and performance indicators; not the goals of the entire company.

Businesses have to steer clear of studies that have a fundamental bias, lacking scope and inspired by project-specific objectives.

Accurate customer profiles

Customer profiles ought to be thorough; covering every marketing channel and delivering the degree of depth each marketer needs, so businesses may recognize how customers are behaving within the context of their marketing and how that is different from others. Profiles offer the information a company must have to know its customers. Moreover, profiles are useful because they’re not founded on nonsense. They’re derived from transaction and customer data.

Customer profiles offer the information required for actionable intelligence. They open up a full understanding of customer behaviors across a wide variety of segments.

Actionable intelligence

Comprehending the full spectrum of your consumer base isn’t easy – particularly with regards to managing and analyzing information. One option would be to locate a trusted partner to organize and manage information to create insights, so you don’t have to invest heavily in internal infrastructure.

Lowering dependence on fragmented evaluation is also critical in generating a comprehensive knowledge of your customers and the complexities that move across channels and often get overlooked.

Looking for more information?

At Cornerstone, we stay on top of the latest developments to better serve our clients. If your organization is currently in need of a talent acquisition partner, please contact us today.


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