Chapter 7

Organizing Data for Customer Centricity

The benefits of customer analysis, categorization, classification, and segmentation are clear, but to use analyzed customer profiles, one must first ensure that customer data is both available and organized for analysis. Chapter 7, “Organizing Data for Customer Centricity,” discusses the need for collecting data about customers and organizing that data in a way that enables customer analysis. The chapter discusses key customer data concepts, data attribution, and appending customer behavior information, as well as identity management and unique identification.


Customer profiling; customer data; customer attribution; behavior

Customer Profiling and Customer Identity

In Chapter 6, we suggested ...

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