[[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article","articleBody":"Customer data is everywhere. The different types of customer data can position companies advantageously\u00a0if they do the work to interpret and make use of it. To stay competitive is to embrace the power of data. Every time you engage with a brand you leave a trail of breadcrumbs behind you. Individually, these bits of information say something about you as a consumer. But when combined, they create a valuable customer profile that businesses can use.\nIn general, there are four different types of customer data that companies collect, and each serves its own purpose in helping them get to know you \u2013 and they inform how to deliver customer experiences that set them apart.\n\u201cWho are you?\u201d\nTypes of customer data: Definitions\nLet\u2019s first define the types of customer data. Understanding how data is collected and why can put you on the path to a better strategy for your company.\nIdentity data says: \u201cI\u2019m John, I live in San Francisco.\u201d It\u2019s the name, contact, account login, and other personalization information.\nDescriptive data adds: \u201cI\u2019m a man in my 30s. I\u2019m married, I have children, a dog, and I write for a living.\u201d Descriptive data delves further into the details of who the person is.\nBehavioral data says: \u201cHere\u2019s the best way to reach me\u201d (and has the receipts to back it up). Behavioral data shows how a consumer likes to engage with a brand, from purchase history to social to how many emails from the brand are opened.\nQualitative data or attitudinal data says: \u201cHere are the things I care about most.\u201d These types of data help businesses understand the motivations, opinions, preferences, and attitudes of consumers and customers.\n \nNot just for tech wonks: Benefits of a CDP explained\n The benefits of a Customer Data Platform (CDP) are many, from offering clarity through seamless cross channel cx, to customer insights, and reduction of data misuse. \nIdentity data: It\u2019s personal\nIdentity data is probably what most people think of when they first think of companies gathering and holding their data.\nIdentity data is your name, contact information, account login, demographics, the unique links to your social media profiles \u2013 the information databases use to distinguish you from everyone else.\nYour identity data is going to be the basis of your customer profile. It\u2019s the digital equivalent of an introduction: \u201cHi, my name is John and I live in San Francisco.\u201d Table stakes stuff in this day and age.\nCompanies use this data for basic personalization (e.g., addressing you by name in an email), but it\u2019s also what CDPs use to aggregate your information from the various data sources. It\u2019s how they cross-check that this John Norris is the same John Norris who made a purchase from you recently and also tagged you in an Instagram post.\n \nWhat is social commerce? Definition, examples, stats\n Social commerce is the use of a social platform for e-commerce sales, and it's huge: By 2027, it's projected to drive $604 billion in sales. \nDescriptive data: It\u2019s relevant\nDescriptive data starts to paint a fuller picture of who you are beyond your name and address. The types of customer data companies collect will vary from business to business.\nDescriptive data gives a more complete view of customer profile information. It can include details like family and marital status, career details and educational information, lifestyle information like what type of home and vehicle you own, how many children you have, what types of pets you have, etc.\nFor example, a dog groomer may want to know what type of dog you have, whether you rescued them, etc\u2026 \u00a0A clothing store, on the other hand, is unlikely to ask about pets at all.\nGoing back to our introduction metaphor, descriptive data is the equivalent of answering a quick follow-up question like, \u201cWhere are you from?\u201d or \u201cWhat do you do?\u201d It provides a little more context about who you are but isn\u2019t necessarily prying or intrusive.\nBusinesses use this information in a few different ways:\nTo create more accurate audience segments\nTo develop customer personas\nTo predict buying habits\nTo take marketing personalization beyond the basics.\nIt\u2019s never about the volume of data \u2013 success comes based on the quality of your data. And, your willingness to allow the data to transform how you communicate.\n \nCognitive commerce in the digital world: Enhancing the customer journey\n Engage and support your customers throughout their journey using cognitive commerce and watch your profits grow. \nBehavioral data: It\u2019s complicated\nBehavioral data encompasses all the different ways you interact with a company or brand \u2013 from transactional data like past purchases to customer service tickets you\u2019ve submitted. It\u2019s also interactions you\u2019ve had with sales reps, how often you open their emails, and so on.\nAnd this is not limited to online interactions. For example, a retailer may note what store location you visit the most or notice that while you purchase online, you always do returns in-store.\nBehavioral data information shows how customers engage with brands and can be used to improve the overall customer experience in a number of ways.\nExamples of behavioral data include:\nLike descriptive data, behavioral data helps with audience segmentation. It can be used to develop personalized communications (like sending retargeting emails to customers who have abandoned their shopping carts).\nIt helps brands identify which channels consumers and customers prefer to engage on (like when you choose to be contacted by email instead of text message for service reminders, etc.)\nAt a large scale, behavioral data can help identify trends and issues in the company\u2019s overall experience (e.g., they may notice that a large portion of their online customers bounces off the site at a certain point, indicating a potential problem in the UX.)\nIt can inform which SEO keywords the company should be targeting for their products, the social media sites their customers frequent, and on and on.\nBehavioral data is the equivalent of the early-stage interactions in any relationship \u2013 like noticing that your new friend is much more likely to respond to a text message than answer a phone call.\nAttitudinal data: It\u2019s emotional, value-based, and always evolving\nThe final level of depth comes from the attitudinal customer data, which is also called \u201cqualitative data\u201d.\nAttitudinal or qualitative data gets to the heart of what motivates you as a customer \u2013 why are you more likely to buy this t-shirt versus the one next to it. This type of data includes things like motivations, opinions, preferences, and attitudes, which aren\u2019t as easy to collect as demographics or purchase history.\nThis type of data adds richness to customer profiles and, when used well, is what gives customers that sense of feeling seen by a brand.\nCompanies usually obtain attitudinal or qualitative data through things like customer interviews, feedback reviews, and surveys. And in order to get high-quality data, brands need to ask the right questions in the right way, because when they do, it unlocks a deeper level of engagement between customers and brands.\nA company may uncover that customers choose them because of a cause they support versus the price or even quality of their products. They may realize that a ton of their customers feel really strongly about a particular product feature they otherwise wouldn\u2019t have considered.\nThis is the equivalent of really beginning to know someone \u2013 not just their likes and dislikes, but also the why behind them.\n \nWhen she talks, I hear the revolution: It\u2019s no longer enough to hold the line\n Consumers are driving the next great social change via their wallets, and no amount of advertising, PR, or marketing budget can overcome the power of consumers committed to purpose. \nOther classifications of customer data explained\nBeyond the four types of customer data mentioned above, you may come across several other types of customer data.\nHere are just a few other ways data is broken up:\nFirst- vs. third-party data:\n First-party data is the data a company collects directly from the customer \u00a0(e.g. asking for your name and contact info, tracking your order history, keeping tabs on your interactions with the brand across different channels).\nThird-party data, on the other hand, is collected by a separate entity and sold to the company (e.g., internet browser cookies that track your movements online). The data is first scrubbed of any personally identifying information (PII), so it\u2019s not useful for things like personalization. But, at scale, it is incredibly valuable for identifying trends and uncovering insights.\nStructured vs. unstructured data:\nStructured data is well-defined and highly organized so that it\u2019s easy to search and filter through it. (Think, multiple-choice questions or checkboxes.)\nUnstructured data is looser in format and typically takes on a more narrative\/open-ended form that may require a person to read and interpret. (Think, short-answer questions on a survey or notes from a sales call.)\nGet more from your customers\u2019 data with CDP\nUnderstanding the various types of customer data makes it easier for businesses to turn their insights into effective engagements.\nCustomer data platforms have emerged as a sophisticated solution for reconciling and aggregating all of a company\u2019s customer data and using it to build a full customer profile. In doing so, the value of the data grows substantially.\n\u2714\ufe0f Holistic digital strategy \u2714\ufe0f\u00a0Address data privacy regulations \u2714\ufe0f Build trust with customers We\u2019ve got it all HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2021\/04\/John-Norris-150x150.jpg"},"name":"John Norris","sameAs":"https:\/\/www.linkedin.com\/in\/john-n-89639b74\/","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/john-norris\/"},"dateModified":"2021-11-09T02:53:11+00:00","datePublished":"2021-04-23T05:06:02+00:00","description":"Types of customer data serve distinct purposes. Identity data, descriptive data, attitudinal data, behavioral data defined with examples.","headline":"Types of customer data: Definitions, value, examples","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/04\/4typesdata_1200x375-1200x630.jpg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/","name":"Types of customer data: Definitions, value, examples","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article"},{"@type":["Article"],"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/","publisher":[{"@id":"https:\/\/www.the-future-of-commerce.com\/"}],"author":[{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article_author_Person","image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article_author_Person_image_ImageObject","url":"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTUwIDE1MCIgd2lkdGg9IjE1MCIgaGVpZ2h0PSIxNTAiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyI+PC9zdmc+"}],"sameAs":["https:\/\/twitter.com\/JVicNorr","https:\/\/www.linkedin.com\/in\/john-n-89639b74\/\nhttps:\/\/twitter.com\/JVicNorr"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/john-norris\/\nhttps:\/\/www.the-future-of-commerce.com\/contributor\/john-norris\/","name":"https:\/\/www.the-future-of-commerce.com\/contributor\/john-norris\/\nhttps:\/\/www.the-future-of-commerce.com\/contributor\/john-norris\/"}],"subjectOf":[{"@type":"FAQPage","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#Article_subjectOf_FAQPage","mainEntity":[{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity0","name":"\u201cWho are you?\u201d"},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity1","name":"Types of customer data: Definitions","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity1_acceptedAnswer_Answer","text":"Let\u2019s first define the types of customer data. Understanding how data is collected and why can put you on the path to a better strategy for your company.
  • Identity data says:<\/strong> \u201cI\u2019m John, I live in San Francisco.\u201d It\u2019s the name, contact, account login, and other personalization information.<\/li>
  • Descriptive data adds:<\/strong> \u201cI\u2019m a man in my 30s. I\u2019m married, I have children, a dog, and I write for a living.\u201d Descriptive data delves further into the details of who the person is.<\/li>
  • Behavioral data says:<\/strong> \u201cHere\u2019s the best way to reach me\u201d (and has the receipts to back it up). Behavioral data shows how a consumer likes to engage with a brand, from purchase history to social to how many emails from the brand are opened.<\/li>
  • Qualitative data or attitudinal data says:<\/strong> \u201cHere are the things I care about most.\u201d These types of data help businesses understand the motivations, opinions, preferences, and attitudes of consumers and customers.<\/li> "}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity2","name":"Identity data: It\u2019s personal","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity2_acceptedAnswer_Answer","text":"Identity data is probably what most people think of when they first think of companies gathering and holding their data.Your identity data<\/a> is going to be the basis of your customer profile. It\u2019s the digital equivalent of an introduction: \u201cHi, my name is John and I live in San Francisco.\u201d Table stakes stuff in this day and age.Companies use this data for basic personalization (e.g., addressing you by name in an email), but it\u2019s also what CDPs <\/a>use to aggregate your information from the various data sources. It\u2019s how they cross-check that this <\/em>John Norris is the same John Norris who made a purchase from you recently and also tagged you in an Instagram post."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity3","name":"Descriptive data: It\u2019s relevant","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity3_acceptedAnswer_Answer","text":"Descriptive data starts to paint a fuller picture of who you are beyond your name and address. The types of customer data companies collect will vary from business to business.Descriptive data gives a more complete view of customer profile information. It can include details like family and marital status, career details and educational information, lifestyle information like what type of home and vehicle you own, how many children you have, what types of pets you have, etc.<\/strong>For example, a dog groomer may want to know what type of dog you have, whether you rescued them, etc\u2026  A clothing store, on the other hand, is unlikely to ask about pets at all.Going back to our introduction metaphor, descriptive data is the equivalent of answering a quick follow-up question like, \u201cWhere are you from?\u201d or \u201cWhat do you do?\u201d It provides a little more context about who you are but isn\u2019t necessarily prying or intrusive.Businesses use this information in a few different ways:<\/strong>
  • To create more accurate audience segments<\/li>
  • To develop customer personas<\/li>
  • To predict buying habits<\/li>
  • To take marketing personalization beyond the basics.<\/li> It\u2019s never about the volume of data \u2013 success comes based on the quality of your data. And, your willingness to allow the data to transform how you communicate<\/a>."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity4","name":"Behavioral data: It\u2019s complicated","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/23\/types-of-customer-data-definition-examples\/#subjectOf_FAQPage_mainEntity4_acceptedAnswer_Answer","text":"Behavioral data encompasses all the different ways you interact with a company or brand \u2013 from transactional data like past purchases to customer service tickets you\u2019ve submitted. It\u2019s also interactions you\u2019ve had with sales reps, how often you open their emails, and so on.<\/strong>And this is not limited to online interactions. For example, a retailer may note what store location you visit the most or notice that while you purchase online, you always do returns in-store.Behavioral data information shows how customers engage with brands and can be used to improve the overall customer experience in a number of ways.
  • Like descriptive data, behavioral data helps with audience segmentation. It can be used to develop personalized communications (like sending retargeting emails to customers who have abandoned their shopping carts<\/a>).<\/li>
  • It helps brands identify which channels consumers and customers prefer to engage on (like when you choose to be contacted by email instead of text message for service reminders, etc.)<\/li>
  • At a large scale, behavioral data can help identify trends and issues in the company\u2019s overall experience (e.g., they may notice that a large portion of their online customers bounces off the site at a certain point, indicating a potential problem in the UX.)<\/li>
  • It can inform which SEO keywords the company should be targeting for their products, the social media sites their customers frequent, and on and on.<\/li> Behavioral data is the equivalent of the early-stage interactions in any relationship \u2013 like noticing that your new friend is much more likely to respond to a text message than answer a phone call.