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Market and Customer Insights

In: Strategic Marketing Management

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  • Emmanuel Mogaji

    (Keele University)

Abstract

This chapter highlights how customer and market insights serve as a cornerstone of strategic marketing. It underscores the importance of understanding evolving market trends and customer needs as the basis for formulating effective, customer-centric strategies. The chapter explores methods of transforming raw data into actionable insights, demonstrating how analytics and research can guide marketing decision-making. It also examines the role of modern marketing technologies—such as data analytics platforms and AI tools—in gathering and interpreting data more efficiently. Throughout, the need for ethical data use is emphasized, addressing issues of privacy and trust in data-driven marketing. Finally, the chapter covers strategic measurement, illustrating how key performance indicators (KPIs) and metrics can be used to track marketing performance and ensure that insights translate into tangible business results. By integrating these themes, this chapter shows how a data-informed, customer-centric approach leads to better strategic decisions and a sustainable competitive advantage in the marketplace.

Suggested Citation

  • Emmanuel Mogaji, 2025. "Market and Customer Insights," Springer Books, in: Strategic Marketing Management, chapter 0, pages 33-63, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99367-1_3
    DOI: 10.1007/978-3-031-99367-1_3
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