Across all businesses, they would like nothing better than to know what their customers like. How old are they? What do they like? What channels of communication do they prefer and why? What products, services and content interests them and what influences them to purchase or recommend certain products or brand?
This is by no means an easy task in today's multichannel environment. Bottom line - structured customer intelligence - namely data- was the primary informational currency guiding organizations in their quest to understand and engage customers.