Known and unknown customer data: the importance of unification

As the world of marketing becomes increasingly data-driven, it’s more important than ever for businesses to unify their customer data. Having a single, accurate view of the customer is essential for understanding their needs and desires, and providing them with the best possible experience.

There are two main sources of customer data: known and unknown. Known data is information that the customer has willingly given, such as their name, contact details, and purchase history. Unknown data, on the other hand, is information that the customer has not explicitly given, but can be inferred from their behavior. This can include things like their location, the type of device they’re using, and their interactions with your website or app.

Both known and unknown data have their own advantages and disadvantages. Known data is more accurate and specific, but it’s also more limited in scope. Unknown data, on the other hand, can give you a much wider view of the customer, but it can also be less accurate.

The key to successful marketing is to unify these two data sets to get the best of both worlds. By using known data to supplement and verify unknown data, you can create a complete picture of the customer that is both accurate and comprehensive.

So, if you’re looking to get the most out of your customer data, make sure to unify your known and unknown data sets. It’s the best way to create a complete view of your customer, and ensure that you’re providing them with the best possible experience.

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