What Kind of Customer Data Do Companies Capture?
Source: Dev.to
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Why E-commerce Changed the Rules of Marketing
What Kind of Customer Data Do Companies Capture?
Why Customer Segmentation Matters
Business Benefits of Micro-Segmentation
A Practical E-commerce Segmentation Example
Old vs New Customers
Existing customers already have a relationship with the brand. Their past behavior can guide recommendations, discounts, and messaging. New customers, on the other hand, require exploration based on contextual and behavioral signals.
Customer Objective
Understanding why a customer visits the website is critical. Are they browsing, comparing prices, or ready to purchase? Signals like conversion ratios, time spent, and product views can help infer intent.
Device Used
The device used for browsing can indicate socio‑economic status and preferences. For example, users browsing on premium smartphones may have higher purchasing power.
Date of the Month
Some customers shop immediately after salary credit dates. Identifying such patterns helps optimize campaign timing.
Day of the Week
If a customer consistently purchases on weekends, sending reminders or offers on weekdays may be ineffective.
Time of Day
A user browsing late in the evening may be a working professional, making evening communication more effective.
Discount Sensitivity
Understanding which customers respond to discounts — and how much — helps balance promotions with profitability.
Creating a Micro-Segment in Action
Provide a step‑by‑step walkthrough of building a micro‑segment using real e‑commerce data, including data collection, feature engineering, clustering, and validation.
Final Thoughts
Effective data capture and thoughtful segmentation empower businesses to deliver personalized experiences, improve ROI on marketing spend, and build lasting customer relationships.