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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: American Express uses customer’s data to target advertising of 3rd party services. As the company has a lot of information about its customers spending habits and amounts, it can cluster customers according to their wealth and purchasing power and hence provides an attractive value proposition for its 3rd party partners.
Learn more about American Express →
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: Data collected by Salesforce’s CRM can be linked to other data sources (e.g. on Salesforce’s Marketing Cloud platform). This enables companies to leverage their customer data in new ways and create novel customer experiences.
Learn more about Salesforce →
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: Craigslist utilizes user data to target results to searches and help both seekers and finders to find better results to their searches.
Learn more about Craigslist →
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