How Thick Data Helps You Build Emotional Connections With Customers

Alex Holyoake

In today’s data-driven world, marketers amass immense amounts of customer information through numerous sources such as analytics, CRMs and loyalty programs — all of which provide plenty of quantitative data about customers.

This type of data offers the when, where, what and how of your customers’ interactions with your experiences. But critically, it does not provide the why. As head of research at WiderFunnel, I find that numbers alone (the quantitative data) are not enough for understanding what makes your customers tick. To understand the whys behind your customer’s actions, you need to have thick data.


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