How to Get the Most from Your Customer Data

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Metrics/Analytics, Relationship Marketing.

Description: ‘The Customer-Base Audit,’ co-authored by Wharton’s Peter Fader, argues that firms cannot make fully informed decisions without first understanding their customers’ buying behavior and the actual health of their customer base.

Source: knowledge.wharton.upenn.edu/ – podcast

Date: Nov 01, 2022

Link: https://knowledge.wharton.upenn.edu/article/how-to-get-the-most-from-your-customer-data/?utm_campaign=KatW2022&utm_medium=email&utm_source=kw_campaign_monitor&utm_term=11-2-2022&utm_content=How_to_Get_the_Most_from_Your_Customer_Data

Questions for discussion:

  • What is a customer-base audit, as you understand the meaning of the term?
  • Why is it a critical first step for marketers?
  • What are your inputs to this conversation?