More and more online retailers are realizing how to leverage the gold mine hiding in their customer data. On a strategic level, effective analysis of rich customer data allows marketers to better understand the various personas represented by their users' behaviors, preferences and tendencies. On a tactical level, the successful analysis of customer data allows the marketer to personalize offers and incentives to maximize their relevance to each individual. Not only does this help maximize customer engagement and spend (and reduce churn), it generates goodwill, enhanced brand perception and word-of-mouth promotion.
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