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: 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: 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: Customer data in Spotify is used to give the listeners individualized recommendations of what other music might be interesting to them as well as recommendations for live performances of their favorite artists.
Learn more about Spotify →
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: SlideShare was acquired by LinkedIn in 2012. It is now an part of LinkedIn’s suite of services, linking data from former SlideShare users with LinkedIn’s database.
Learn more about SlideShare →
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