For a Ecommerce data-driven company, customer data is a cornerstone of business success. An organization needs to collect a myriad of data points through every part of the customer journey. Data is an important asset that helps to improve and personalize the customer experience. Customer data fall into several categories:
Information that identifies an individual or business – name, address, email, login details, phone number, credit card, etc.
In this category, we have some additional data that add to customer profile while not providing unique identification – gender, age, location, job title, etc.
Engagement data tell us how customers interact with your business, includes the customer’s behavior on the website, paid ad engagements, interaction on social media, customer service, etc.
Behavioral data includes all transactional data like previous orders, membership in loyalty programs, abandon carts, customer journey through your site (heatmaps -clicks, scroll, mouse movement data), subscriptions, product usage, and so on.
Attitudinal data measure customer feelings and emotions towards your brand and products. You measure that with surveys, focus groups, product reviews, customer complaints, etc. That is mostly subjective and qualitative data that needs to be analyzed when combined with other quantitative data points.