Types of customer Data

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Some common questions I hear

  • What types of data do I need for segmentation?
  • What data am I missing to accomplish ‘x’?
  • How do I capture more data?
  • How do I get to know my customers better?
  • What data is the most valuable?
  • What privacy concerns are there for each type ​of data?
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These are all valid questions, but let’s ​take one step back

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What are the different types ​of customer data?

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The engagement ring metaphor

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I like to think back to the time I was trying to ​purchase an engagement ring. As many of you ​know, there are many ways to go about this.


  • You could simply ask the future spouse
  • You can go out and go shopping together
  • You can ask the BFF if they know anything
  • ChatGPT or Google it - what's ‘in’ these ​days?


All of these are perfectly acceptable ​approaches.


So what does this have to do with marketing ​data?

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0-Party

A great way to understand your future spouse (or customer) is to simply ask questions. This is ​the most pure way to gather insight. Be sure to follow best practices on this however, follow-​through is critical

1st-Party

Shopping together is a great way to do this as well. What are they looking at? What did they ​try on? These are insights gathered 1st-hand. Also this is a great opportunity to engage and ​collect some 0-party data, but make sure you are genuine in your approach

2nd-Party

I’ve had many friends successfully buy a ring by simply asking the BFF. This only works however ​if the friend has their own 1st hand knowledge. A lot of trust is put in that friend to give ​the right answer. Often this is best used alongside your own 1st-hand knowledge.

3rd-Party

There are many ways to go about this. You could research it on the web, go to a store and ask ​‘what’s hot’. Either way the insights you get will be generic. Similar to 2nd-party data, this ​should be appended alongside other, better, data to ensure you have an accurate picture.

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L

LArijanigroup

Collecting customer data isn’t easy. There are best ​practices to follow, and traps to avoid.


Reach out and let’s get a conversation started.

Email

collin@larijanigroup.com