Customer Data Management
                     Effective Customer Data 
Management to Supercharge 
your Customer Experience
                                               -KHADEER SULTANA
https://www.audienceplay.com/blog/customer-data-management/
To prove, firms that lead customer experience outshine laggards by nearly 80%. (Source: Forbes)
Ultimately, effective customer data management will lead to better customer experience.
Further, most of the business people claim that along with customer journey, data privacy and protection arm in 
arm, leading to better customer experience.
To conclude, customer data management empowers every business unit to target customers in a more precise 
and effective way. 
Here, collecting data is very important, but it doesn’t mean to collect it from all touch points which are irrelevant to 
your business that leads to security issues in the long run. Instead, focus on factors that can add value to your 
business.
https://www.audienceplay.com/blog/customer-data-management/
Here in this article, you will get answers to all probable questions for customer data 
management from scratch.
● What is Customer Data Management?
● Types of Data Collection for Consumer Data Management
● Why is Customer Database Management your Utmost Priority?
● Customer Data Management Best Practices from Industry Experts
● Business Benefits of Customer Master Data Management
● Choose the Right Customer Database Management Software
https://www.audienceplay.com/blog/customer-data-management/
What is Customer Data Management?
Customer data management (CDM) involves the process of collecting, managing, and analyzing customer data 
management from various touchpoints of the customers’ journey. On the whole, it’s forming a 
single view of the customer employing effective technology and software.
The ultimate goal of the customer data management process is to deliver real-time, personalized, and channel-
agnostic customer experiences.
Customer data management strategy consider mainly-
● Customer gain, satisfaction, engagement, and retention rates.
● Transparency in customer communication strategies.
● And increased data quality & revenue.
As we already mentioned, it is like a burn of money and time if you collect data from all touchpoints of your 
customers.
https://www.audienceplay.com/blog/customer-data-management/
Types of Data Collection for Consumer Data Management
To ensure you, you’re collecting the right type of data for your business. Here we have categorized the type of 
data into four types- Identity, Quantitative, Descriptive, and Qualitative data.
Let’s put light on it individually-
Identity Data
To explain, the identity data you usually get when customers do sign-ups, enter payment details, subscriptions, 
or to get notifications for a particular product or service arrival in stock.
The example of identity data is- name, date of birth, area, gender, contact or address details, social profiles, user 
ids, payment preferences, and many other personal details.
https://www.audienceplay.com/blog/customer-data-management/
Quantitative Data
This data refers to collecting the data of the individual based on the interaction your customer made with your 
brand, their preference, and inclinations. You can obtain this data from-
● Web analytics tools, 
● Tracking cookies on web pages,
● Tracking pixels in newsletters, 
● Transactions history,
● Customer support history,
● And social media activities.
Examples of Quantitative Data are-online/offline transactions, inbound/outbound communication, online activity, 
social network, and customer service.
https://www.audienceplay.com/blog/customer-data-management/
Descriptive Data
This data aims to collect the more precise level information of the customers that can help them to predict 
seasonal growth, decline, and buying conducts and lifespan of the customer cycle.
You can collect this data from-
● Conducting surveys,
● Questionnaires in website
● Analyzing the behavior based on some factors
● Targeted group interviews
● Advanced lead forms
Examples of descriptive data include- Family details, lifestyle, properties, career growth, hobbies, income, and 
education details.
https://www.audienceplay.com/blog/customer-data-management/
Qualitative data
This data involves some efforts in a tricky way. It mainly consists of predicting the choice of customers based on 
their conduct. 
By focusing on typical questions like- who, how, where, why, and what. You can collect this data from-
● Analyzing the behaviors of the customer on social media using monitoring tools.
● Tailored newsletter sign-up process.
● Reviewing the industry-related websites
● Examining the rate or review system.
● Analyzing the replies to the feedback forms.
The example of qualitative data is the things which motivate them, their choices, interest, preferences, 
likes/dislikes, rating system, inclination value, and many more.
https://www.audienceplay.com/blog/customer-data-management/
Key Components of Customer Data Management
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The collected data must be centralized by going through the process called ETL (Extract, Transform and Load) 
that involves-
● Extract- Ingesting the significant data, 
● Transform- Transforming it (removing the duplicate data and formatting it in a standard way) 
● Load- And then loading to bring all data together into the preferred customer data management platform 
such as CDP, CRM, DMP. 
The result will be the data of your need in one place, in your preferred format.
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Best Practices from Industry Experts
● Adhering data privacy policies must be your priority.
● Use a consent management platform to take consent from the customer with clearly defining which data 
you’re using and for what purpose.
● Collect data of your concern instead of collecting every information about your customer, which saves 
time and money and helps you in avoiding security issues.
● Make it easy for your sales, marketing, and all other departments to access data.
● Practice data onboarding by connecting your online and offline data.
● Avoid making use of excel sheets for maintaining customer data, shift to customer database 
management systems. 
● List the features you need in your customer database software and then select the one which is of your 
business. 
● Always maintain the backup of your customer data.
● Clean the customer data, which you have previously collected by removing irrelevant information and 
duplication of data.
https://www.audienceplay.com/blog/customer-data-management/
● Invest in training your employees.
● Use customer data management tools to monitor, validate, visualize, and control data. 
● Don’t build a single customer view for every individual.
● Avoid data siloed structures.
● Segment your CRM customer data into various factors at the beginning so that it will be easy for your 
sales and marketing team in the long run to make better decisions.
Better customer insights will ultimately help the business to perform better and improve the trust of their 
customer, partners, stakeholders, and many others related to their business.
https://www.audienceplay.com/blog/customer-data-management/
Business Benefits of Customer Master Data Management
Acquire Customer Insights
Obtaining customer insights is the stepping stone for the business to make their business decisions in the long 
run. 
A master data customer helps the companies to make decisions like where to invest, on which product, for how 
much time, and many others. 
That, in turn, related to returns on equity, reducing uncertainty, sustaining growth, and accelerating future cash. 
https://www.audienceplay.com/blog/customer-data-management/
Customer Segmentation
Customer master data management helps businesses to categorize their customers better based on their 
preferences, interest, behavior, and many other precise levels of factors. 
Also, generate the lookalike customers from your targeted customers. So that marketers get ready to use 
customer segments for targeting campaigns.
Better Business Decisions
Changes in technology are a never-ending process. To have a competitive advantage, adopting state of the art 
technology is mandatory for the business. 
Customer master data management helps the company to understand their customer better using AI-driven 
techniques, aligned with your business goals, and effectively run marketing campaigns.
https://www.audienceplay.com/blog/customer-data-management/
Building Effective Communications with Customers
Building your customer database will also cover which channels your customer more interested in, their 
preference, and other details. 
All together help the marketers to reach their targeted customers at the need of the hour with the right offers and 
compelling messages. 
Creating Customer Loyalty
Acquiring customers is not the right figure to see your progress in businesses. Maintaining and retaining your 
customer plays a significant part in improving customer experience.
Customer database management will help in maintaining good relationships with customers by taking care of 
customers’ needs at the right times.
https://www.audienceplay.com/blog/customer-data-management/
Monetizing your Customer Data
The unified and segmented data of your customer you can use for generating revenue. 
By activating your data across various advertising channels with the help of platforms like- Audienceplay. 
Better Targeting
Customer data management helps the companies to build a single view of the customer by connecting the data 
of the audience both in online and offline sources. By finding out your offline audience online using their PII. 
And effective customer database management will help in targeting your customer everywhere wherever they 
present online.
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Customer database management can help in providing personalized experience, tailored communication, proper 
recommendation, and many more benefits to the customer.
By using proper software, you can use your organized data for customer data extension, segmentation, activation 
across various marketing channels.
To achieve this, you need to collect the relevant data from all touchpoints of your customer, save it properly, and 
follow security measures.
If you are successful in achieving this with the latest customer data management tools and software, it can help 
you in meeting your business goals now and even in the long run.
Audienceplay is one such platform with all such features which CRM, DMP, CDP platforms have. Along with 
additional features of onboarding and monetizing your data using AI technology. Give it a try to leverage benefits 
from it!
https://www.audienceplay.com/