When Do the Benefits of Customer Analytics Justify the Loss of Privacy?
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As more industries move towards digital interaction with their customers, a fundamental question has arisen from the ubiquitous capturing of data by digital platforms: when do the costs of data capture for customer analytics outweigh the benefits? To the company, the benefits of capturing and using customer data are improved products, higher engagement and customer retention, increased pricing power, and higher advertising revenue from targeted digital advertising inventory. The costs are higher customer churn and lost engagement from poor customer experience.
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