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: 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: Paypal’s customer data provides the company a broad overview of individual financial reliability. This allows the company to provide its customers a seller guarantee which allows customers to claim back their payment made via the Paypal service.
Learn more about PayPal →
How they do it: Like Facebook and Twitter, Pinterest lets marketers access the data collected on its users. By granting access to users’ data, Pinterest lets marketers investigate how people respond to products. The so-called Pinterest Analytics compares to Google Analytics. It is a service that generates comprehensive statistics on a specific website’s traffic.
Learn more about Pinterest →
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: 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