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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.
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: 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: Verizon is among a number of american telecommunication companies who are leveraging customer data by selling them in an anonymized and aggregated format to third parties. Buyers of this data may generate insights from these usage statistics (e.g. identify possible locations for opening up a retail location based on mobile data patterns).
Learn more about Verizon Communications →
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 →
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 →
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
Services
63% of firms using pattern
63% of firms using pattern
Information Technology
47% of firms using pattern
47% of firms using pattern
Hardware
33% of firms using pattern
33% 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