The Customer Database and Analytics
Data Analysis Provides a Consistent Framework
In the beginning of this book, I said it if 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).
Figure 9.1 Types of data that create the customer ...
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