How Data Integration and Machine Learning Improve Customer Loyalty - Part 2

Last week, I introduced the notion that businesses can gain deeper customer insights if they connect their disparate data silos. Businesses can deliver a superior customer experience because they simply know more things about their customers and can use that information to tailor interactions. Using the 2x2 graphical approach to understanding data size (i.e., number of customers and number of variables), we can see how the value of your integrated business data is greater than the sum of its parts. Figure 1 illustrates these two components of size by examining four different scenarios of how businesses use their data. In the lower right quadrant, it is business as usual; when departments keep their data siloed, each department only knows a few things about the customers.