Importance of Data for Companies

There is constant talk about data. Sometimes in a negative sense and the finger raised for the purpose of data protection, sometimes in a positive sense, because data is a company’s own currency in digital marketing agency. Not because they can sell it. No, because they help to keep the company on the right track, to get it in the fast lane and to retain customers.

Customer data reveals a lot about interests and wishes

The data of customers are more than just their names, addresses or bank details. Instead, there are also other data that say a lot about the interests and wishes of customers. When we talk about these interesting data, experts tend to think of the following:


When a customer visits a website, he or she moves around on it. This is especially important in an online shop. A company can draw conclusions from these movements. Did the customer look for something specific and look at a product? Did he compare similar products with each other and possibly put one in the shopping basket? So what happened next?

Canceled visits

No company wants a customer to leave the site. And yet it happens. These interruptions should be evaluated, because they not only give conclusions about a customer, but also help the company to become better.For example, the customer cancels the purchase process at one point. If this happens more frequently, it may be due to an error in the ordering process. Perhaps it is only too late that it is indicated that payment can only be made in a very specific way.


Through the course of the movements, companies can wonderfully find out the interests and ideas of a website visitor. Usually interested customers look at similar products before they buy them. This knowledge helps to predict what the customer is likely to buy in the future. Anyone who has been interested in kitchen appliances in the past may buy them if they are offered them in a newsletter.

Data for marketing – almost priceless

Companies can gain enormous advantages with data. They get to know the customer, who is otherwise only an anonymous person for them. This is especially helpful with advertising newsletters and precisely fitting advertisements.


A customer registers for the newsletter. Now, of course, a company can offer him something – or it can put together products for the newsletter that apply to the customer’s data. A follow-up purchase is much more likely and the customer feels less annoyed by the advertising.


One of the main prerequisites for successful advertising measures is that they are tailored to the target group. An example: A pet food shop sends a newsletter with offers for dog food to a customer who has only bought cat food for years. That this new type character is deleted and it probably hardly comes to the purchase, is understandable. Follow-up newsletters are also ignored if they do not reflect the interests of the customer.

User profiles in the social media as clues

But customer data is also important for social media marketing because it reveals a lot about the target group. At this point, of course, data from social media sites must also be evaluated:

Site visitors – who visits the site predominantly and are there any interactions? Which user group is particularly active?
Interactions – which contributions are being reacted to and by whom? Is there possibly a target group part that leaves the site?
Advertisements – the reactions to paid advertisements can be used to draw various conclusions about users.

Anyone who is just starting out as a company and does not yet have a large number of followers can take the trouble to look at the user profiles that have been linked to the site.

How can the required data be collected?

Collecting data has an after-taste thanks to the media, but ultimately every company does. Much of the data collected is that which the user provides, for example by creating an account in a company’s shop.

Companies themselves can work with CRM systems. Behind this is Customer Relationship Management. It is a system in which all relevant customer data is collected. Not only is the data gathered via the homepage or via orders recorded, but also information from telephone calls or chats with the customer.


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