New value is created by collecting customer data and preparing it in beneficial ways for internal usage or interested third-parties. Revenues are generated by either selling this data directly to others or leveraging it for own purposes, i.e., to increase the effectiveness of advertising.
How they do it: Facebook uses customer data to allow businesses to better identify target groups for their advertisements.
Learn more about Facebook →
How they do it: Data collected via YouTube is shared with Alphabet / Google, and vice-versa. This improves efficiency and effectiveness of advertising campaigns by the company or third parties.
Learn more about YouTube →
How they do it: LinkedIn uses customer data for several purposes. One purpose is to better target its advertisements for services. In addition it gives advanced access to search or filter the data on the platform for users with a premium subscription. This supports e.g. finding the right candidates for a job opening. Another purpose is to give users with a premium subscription more insights on how their own profile compares to similar profiles and who visits their profile.
Learn more about LinkedIn →
How they do it: Airbnb collects their customers data and utilizes them to drive both the amount of transactions (e.g. reminding customers to finish a search after some time) as well as allowing hosts to use the data collected by Airbnb to improve their offer e.g. through intelligent pricing.
Learn more about Airbnb →
How they do it: AWS collects data to support their customers in optimizing their IT architecture. In addition it may suggest additional AWS services and features which could be beneficial to the customer’s business.
Learn more about Amazon Web Services →
Below, the top industries for the pattern "Leverage Customer Data" are displayed, in order to get insights into how this pattern is applied across different industries. We've collected data from 5 firms using this pattern.
Below, the pattern "Leverage Customer Data" is analyzed based on co-occurrence, in order to get insights into how this business model pattern is applied in combination with other patterns within the firms we studied.
