Decide What Customer Data to Collect
It’s a good idea to understand the problems and opportunities for your customers. Collect data that falls into each of these categories to get a wide range of useful data when you apply customer analytics:
Descriptive: Descriptive data includes demographic data such as gender, age, geography, and income. It also includes self-described attitudes and preferences toward products, categories, and technology. You can collect this data from purchases, registrations, surveys, interviews, and contextual inquiries.
Behavioral: Behavioral data is the general pattern customers exhibit when using your products and services. It includes making purchases, registering, browsing, and using various devices for those actions.
Interaction: The interaction data includes the clicks, navigation paths, and browsing activities customers take on websites and software.
Attitudinal: Preference data, opinions, desirability, branding, and sentiments are usually captured in surveys, usability tests, and customer interviews.