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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: 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: 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: 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 ”e-books that could also be interesting to you”)
Learn more about Amazon Kindle →
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 →
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