Every brand has questions about its customers, market, and competitors. Chances are many of those questions can be answered by leveraging the customer insights that already exist within their data inventory. Unfortunately, those answers are usually buried under disorganized data files or distorted by metrics that are more observational than actionable.
By organizing and analyzing the existing customer data, brands will gain a clear picture what is quantifiably known at that point in time. This process will also itemize the types of data being held and it will establish benchmarks for future comparative analytics. Identifying the metrics that are most beneficial to current goals and objectives will produce the actionable insights needed to guide decision making.