Vol. 5, No. 10; October 2005 Printer Friendly PDF version

A SUMMARY OF SURVEY DATA

by Gabriele Piccoli, Senior Consultant, Cutter Consortium; Assistant Professor of Information Systems at the School of Hotel Administration at Cornell University

SURVEY METHODS

This survey examined the business value and use of customer data in 106 organizations. Of the responding organizations, 48% characterize their customer base as business users, while only 13% identify individual consumers as their customer base. Of the remaining respondents, 31% have a customer base comprising both consumers and business users, and approximately 8% characterize their customer base as intermediaries, such as retailers or wholesalers, or other. Responding organizations vary in size, with 53% having 1,000 employees or fewer (including 28% with 100 employees or fewer) and 47% having more than 1,000 employees.





Graph 1 -- To what extent does your firm currently seek to extract value from customer data?





Graph 2 -- Do you have a formalized strategy pertaining to the use of customer data?





Graph 3 -- What challenges do you face in getting projects that use customer data for analytical purposes approved? (Please select all that apply.)





Graph 4 -- How well does the current degree of detail in your customer data satisfy business objectives?





Graph 5 -- How effective is your organization at leveraging detail into analysis (e.g., market basket, customer segmentation)?





Graph 6 -- Who generally champions projects that use customer data for analytical purposes?





Graph 7 -- How well are business decision makers able to access and utilize customer data in their analyses?





Graph 8 -- How well are you able to link transactions to specific customers?





Graph 9 -- From which data sources do you collect customer data? (Please select all that apply.)





Graph 10 -- What aspects of customer data are you able to access and link to transactions? (Please select all that apply.)





Graph 11 -- What type of analyses do you perform on customer data? (Please select all that apply.)





Graph 12 -- What threats to customer data quality do you face today? (Please select all that apply.)

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A Summary of Survey Data