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Customer data or consumer data refers to all personal, behavioural, and demographic data that is collected by marketing companies and departments from their customer base.To some extent, data collection from customers intrudes into customer privacy, the exact limits to the type and amount of data collected need to be regulated. The data collected is processed in customer analytics. The data collection is thus aimed at insights into customer behaviour and, eventually, profit maximization by consolidation and expansion of the customer base.
In the internet age, a prominent method for collecting customer data is through explicit online surveys, but also through concealed methods like measurement of click-through and abandonment rates.
Customer data is gathered for customer research, especially customer satisfaction research and purportedly serves to increase overall customer satisfaction.
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