Benefits and Challenges of Using customer Data in Marketing..Ivan Biocic
These days there are many software, programs and algorithms that focus only on recording data and collecting as much information as possible from any internet activity. Institutions like Google, Microsoft and Meta(Facebook) are among world leaders in collecting digital data. There are many benefits of extensive customer data, but it can also bring challenges and possible risks if not managed right. Every such, recorded activity should follow GDPR rules, from the beginning to the end. Data that is collected and analysed can be used to upgrade existing customer profiles and create new ones, also to determine satisfaction levels, customer needs and demands and many more. With extensive up-to-date customer data, marketers can have a better view of the whole buying process, starting from problem recognition, information search, purchase decision to purchase, and ending with a post-purchase evaluation. Challenges that could occur while collecting consumer data could be in a f
