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In briefShow moreShow lessThe explanation showed how customer data must be structured and connected before it can support segmentation and event-driven communication in Customer Insights.
- The explanation showed how customer data must be structured and connected before it can support segmentation and event-driven communication in Customer Insights.
- For marketing management, the point was to agree on common relationships, events and definitions.
- A data model describes how information is connected.
The story
The explanation showed how customer data must be structured and connected before it can support segmentation and event-driven communication in Customer Insights.
What this means for the work
For marketing management, the point was to agree on common relationships, events and definitions. CRM, online-store and email data produce a unified customer model only when identity, quality and ownership are handled consistently.
Independent research places the subject in a wider context than the tool itself. In March 2023, Forrester identified data accessibility, availability and readiness as persistent barriers to turning analytics into decisions. A report or platform therefore has to be assessed together with definitions, ownership and working practices.
Gartner’s April 2024 trends highlighted trust in data as a central challenge for data and analytics leaders. Faster visualisation or more self-service creates value only when users understand where figures come from and when they can be used.
Management should agree on data quality, access, common metric definitions and responsibility for corrections. The effect can be measured as less manual work, shorter time from question to answer, or fewer disputes about the underlying figures.
Sources and perspectives
ProsessPilotene: What is data modelling in customer dialogue and marketing?
Forrester: The Key To Insights-Driven Decisions Is Curiosity Velocity (8 March 2023)
Gartner: Top Trends in Data and Analytics for 2024 (25 April 2024)
Further reading
Read the detailed guide
Practical follow-up
A data model describes how information is connected. For marketers, this includes distinguishing a person, an organisation and the activities they have been involved in. Shared definitions make it easier to build segments and interpret reports.
UK Government: Data Quality Framework
Join the discussion
How do you check that a customer journey gives recipients relevant follow-up? Share a practical example in the discussion.
The UK Government Data Quality Framework distinguishes dimensions including completeness, consistency and accuracy. A clear data model is therefore one of several conditions for trusting a customer segment.
