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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.
Apply this pattern to your own business and create your next innovative business model!
Examples: Iconic Cases
How they do it: Amazon is collecting the individual interests and purchases of its customers to create cross-selling opportunities with individual marketing and targeting (e.g. ”based on your recent search, we want to show you the following products...” or ”customers who bought product x also looked at product y”).
Learn more about Amazon Store →
How they do it: As Mozilla’s software usage is free to users, it generates money through the collection of user behaviour inside its applications. This data can be monetized with 3rd parties such as advertisers and search engine operators.
Learn more about Mozilla →
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: Payback utilizes its cross-store customer purchasing data to target its coupon and advertising offerings to the individual customer. In addition it can use the data for large scale data analysis, providing its business customers with insights into their target groups and their purchasing behaviour.
Learn more about Payback →
How they do it: A lot of apps in the AppStore are available for free to the user, however while using the app, user behaviour and other information about the phone such as location are tracked. This data is then used to generate revenue with services such as targeted or location based advertisement.
Learn more about Apple iPhone/AppStore →
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 25 firms using this pattern.
Top Industries
Information Technology
35% of firms using pattern
35% of firms using pattern
Services
35% of firms using pattern
35% of firms using pattern
Hardware
24% 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
Two-sided Market
10 pattern co-occurrences
10 pattern co-occurrences
Digitization
6 pattern co-occurrences
6 pattern co-occurrences
Long Tail
5 pattern co-occurrences
5 pattern co-occurrences