Understanding Customer Data: A Guide to the Key Data Categories

In a data-driven world, handling customer data correctly is the key to personalized services, targeted marketing, and lasting customer loyalty. But which types of data actually matter most? Below, we introduce eight core data categories that help companies build a comprehensive understanding of their customers:

1. Behavioral data

This data reveals how customers use digital offerings – for example:

Interactions with the website or app

Usage frequency and timing patterns

Transaction behavior

Location- and device-related behavior

2. Master/CRM data

This refers to classic master data, such as:

Age, gender, address

Occupation and household size

Customer number and contact information

3. Transaction data

This data provides insight into purchasing behavior:

Timing, value, and type of transaction

Purchase frequency and payment method

Merchant category codes

4. Product data

Product-related information is especially important for assortment analysis and pricing strategy:

Item number, category, price

Availability and performance

Product attributes

5. Financial data

This helps assess a customer's financial situation and creditworthiness:

Income, creditworthiness

Payment defaults, CLV (Customer Lifetime Value)

Payment and purchasing behavior

6. Third-party data

External data sources can provide an even deeper picture:

Demographic and socioeconomic data

Geodata, online tracking profiles

Scoring values (e.g., credit scores)

7. Account data

Key insights from payment transactions:

IBAN, account balance, debtor status

Payment references and transaction amounts

SEPA category and spending categories

8. Loyalty & service data

Central to customer retention:

Loyalty program status

Points earned, redemptions, reward usage

Program tenure and service inquiries