Leverage Customer Data 25#
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.
Examples: Iconic Cases
How they do it: By running a platform offering vouchers and coupons to products and services from 3rd party businesses, Groupon controls the marketing channel to the customer. It collects customer data and utilizes it to advertise new deals to customers. The value to its 3rd party businesses is a large existing base of customers interested in coupons, to which their service or product can be advertised.
Learn more about Groupon →
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 →
How they do it: Paypal’s customer data provides the company a broad overview of individual financial reliability. This allows the company to provide its customers a seller guarantee which allows customers to claim back their payment made via the Paypal service.
Learn more about PayPal →
How they do it: Google’s search engine is free to use for all customers. However Google monetizes its user’s data and search queries through providing companies the possibility for targeted advertising which allows them to target exactly the customers that are looking for a certain product or service and also enables the customers to better find what they are looking for.
Learn more about Google →
How they do it: Hotmail’s customer’s data was used by Hotmail to make a demografic profile of its users. This could be monetized by letting advertisers target their ads to specific demografic user groups and hence reach a higher conversion rate for their ads.
Learn more about Hotmail →
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.
Top Industries
35% of firms using pattern
34% of firms using pattern
24% of firms using pattern
All Industries
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.
Top Co-Occurrences
15 pattern co-occurrences
11 pattern co-occurrences
10 pattern co-occurrences