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A data structure for customer insights

Author

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  • Porzak, Jim

Abstract

Data-driven customer focused organisations front line business analysts and data scientists have an overwhelming collection of data about their customers. A simple data structure is presented to organise those disparate data in a way that is focused on enabling the easy discovery of customer insights by business analysts. Focusing on the customer when collecting and summarising source data ensures relevant data elements, with a general framework for both subscription and product organisations described. A concrete example of the customer insights data mart built for one subscription business is followed by four examples of actual business questions that were answered with simple queries.

Suggested Citation

  • Porzak, Jim, 2017. "A data structure for customer insights," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(1), pages 19-31, April.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:1:p:19-31
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    More about this item

    Keywords

    DBMS; SQL; data lake; data mart; data warehouse; customer analytics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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