How much do you really know about your customers?

Since joining the FullContact team last year, I’ve encountered many companies who offer a generalized, modeled approach to customer insights and to be frank, this is more often the industry standard than many of us would like to admit.

But does this sort of modeled insight into your customer data really make a difference to you and the solution your company is providing? Or like many companies who buy into this sort of tactic, do you find yourself in the pitfalls of Data Corruption?

Every company has volumes of customer records in their databases, whether it's a few thousand or a few hundred million, customer data is a fact of life in every business.

I still remember providing my contact information to an automotive company a few weeks back, hoping to play an innocent game on their website. Knowing full well the intentions of the company after they had collected my information it was no surprise to me that I began receiving emails about a new line of street bikes and motorcycles they’d rolled into production earlier that year.

Fact of the matter is I am not their target customer, and have no intention of buying a bike from said company. I guess it's the same case when I get email offers only valid in other countries or for goods and services that I never have and never will purchase.

Many companies rely on predictive modelling. Likelihood, purchase intent, desired or sustainable customers are something every company seeks to profile when it comes to their customer data. But if we’re continually modeling or profiling our customer databases around general response data from marketing campaigns and such, are we really taking the time to understand our customers and their hyper specific needs? Are we really developing quality target markets or chucking up darts at a board in the dark recesses of a pub somewhere?

Why waste any money on a generalized approach to acquire a customer who in all likelihood will never be your ideal client, when there are solutions out there like FullContact enabling you to know your customers on a hyper specific individualized level.

FullContact provides demographic information about an individual, their public social profile links, and also improves your data-driven decisions with insight into your customer's interests, the brands they follow, the media they consume, and the milestones they've hit in their lives.

The differentiating factor? None of our data is modeled and all 2.5 billion contact records have self-identified these data elements.

Does this makes sense? Want to know more? Catch me at [email protected]