Transactional data dominates as the biggest source of data available for most companies. Usually it is heavily mined to produce a propensity score for individual customers predicting they will act in a certain way. Less frequently is it integrated with other data sources, yet this is where the value of the insight can be enhanced.
The CustomerFusionTM approach integrates what you already know about your customers, web surfing patterns, customer databases, response to campaigns and new product launches and enhances that information by fusing it with sources.
On every client assignments we have found that the integrated data view produces a more valuable level of customer insight. |
