Introduction to Data Acquisition and Management
Hello. I’m Rose Keen, a researcher at Econsultancy and one of the authors of this training plan about how best to acquire and manage customer data within your business.
So, what’s this training plan all about?
• We’re going to cover the different types of data that help you identify and profile your customers.
• How to approach the collection of first-part data and, importantly, how to manage that data within your business so you can maximise its value.
The training plan starts by exploring the types and sources of data that paint a picture of your customers.
We’ll then look at how these identifiers can be used to recognise and profile customers as they interact with digital touchpoints across multiple channels all along their journey.
Then we’ll explore how to gather more of your own first-party data both directly from customers and indirectly from their transactions, behaviours and user-generated content.
Finally, we’ll consider how data can be best stored and managed in a privacy-compliant way so that its value can be maximised.
So, who is this training for?
If you’re new to data acquisition and management then you’ll benefit from clear expectations of different data types and collection techniques and management platforms, building your working knowledge of strategic uses of data.
If you’re already working in data acquisition and management, then you’ll be able to put your learning into practice immediately to improve the quantity and quality of first-party data that your business relies on.
And if you’re in a strategy and planning role then this plan will provide insight into what it takes to put data and customer-centricity at the heart of your business.
So, what’s this training plan all about?
• We’re going to cover the different types of data that help you identify and profile your customers.
• How to approach the collection of first-part data and, importantly, how to manage that data within your business so you can maximise its value.
The training plan starts by exploring the types and sources of data that paint a picture of your customers.
We’ll then look at how these identifiers can be used to recognise and profile customers as they interact with digital touchpoints across multiple channels all along their journey.
Then we’ll explore how to gather more of your own first-party data both directly from customers and indirectly from their transactions, behaviours and user-generated content.
Finally, we’ll consider how data can be best stored and managed in a privacy-compliant way so that its value can be maximised.
So, who is this training for?
If you’re new to data acquisition and management then you’ll benefit from clear expectations of different data types and collection techniques and management platforms, building your working knowledge of strategic uses of data.
If you’re already working in data acquisition and management, then you’ll be able to put your learning into practice immediately to improve the quantity and quality of first-party data that your business relies on.
And if you’re in a strategy and planning role then this plan will provide insight into what it takes to put data and customer-centricity at the heart of your business.
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