IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2024v10i3p216-226.html
   My bibliography  Save this article

How does the customer experience benefit from better customer data?

Author

Listed:
  • Kilinc, Tarik

    (Senior Digital Marketing Consultant, adesso SE, Germany)

Abstract

This paper explores how improved customer data enhances the customer experience through advanced personalisation, data-driven decision making and optimised marketing strategies. By leveraging zero party data and first party data, organisations can gain deep insights into customer preferences and behaviours. Integrating these types of data into customer data platforms allows for the creation of unified customer profiles, enabling seamless, cross-channel personalised experiences. Additionally, A/B-testing plays a crucial role in refining marketing efforts based on these comprehensive data insights.

Suggested Citation

  • Kilinc, Tarik, 2024. "How does the customer experience benefit from better customer data?," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 10(3), pages 216-226, December.
    • Handle: RePEc:aza:ama000:y:2024:v:10:i:3:p:216-226
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/8963/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/8963/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    customer data; personalisation; customer experience; zero party data; first party data; customer data platforms; A/B-testing;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2024:v:10:i:3:p:216-226. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.