What Are Sources For Data From Customers?

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Some common customer data sources include:

  • Web browsing data

  • Surveys

  • Customer service data

  • Social media

  • Phone calls

Data privacy regulations are changing how businesses capture, store, share, and analyze consumer data.

Businesses so far untouched by data privacy regulations can expect to have a greater legal obligation to protect consumers’ data as more consumers demand privacy rights.

Data collection by private companies, though, is unlikely to go away; it will merely change in form as businesses adapt.

Your sales team may rely on accurate prospecting tools for their outbound sales efforts, but they likely rely on leads supplied by a marketing team for inbound efforts.

While creativity is a significant component of a marketer’s profession, the skill of utilizing data is just as important.

To successfully develop marketing strategies that strike a chord with your target audience and drive inbound leads, you have to introduce your team to data sources that will help them make well-informed and strategic decisions.

Company websites, annual reports, and other business filings can provide insight into industry and competitor performance.

Some groups publish market research that is available for a fee. Other sources, like TraQline, may provide some market research reports online for free.

You may begin monitoring social media as a source of data.

Whether you’re already engaging in personalized marketing or not, it’s never too soon to start collecting data.

Below are data sources you can connect to your CRM to help you build a robust database.

Why Is Data Important?

Data gives you insight into your audience. In turn, it allows you to use creativity in your approach to adequately reach your target group.

According to the below stats, having access to the right data is pivotal to success:

  • Forty-two percent of B2B marketing professionals state that a lack of quality data is their most significant barrier to lead generation.

  • Twenty-four percent of marketers don’t know whether their efforts resulted in closed-won deals.

With relevant data, it becomes far easier to earn customers’ trust because you’re better positioned to personalize the products and services you offer them.

With the right analytics tools, this can lead not only to increased sales, but an increased share of wallet among your existing customers.

The right data can also simplify the process of addressing customer service issues.

Consumer Data

Consumer data is a reliable data source that will allow you to map consumer characteristics and behavior to purchases.

This information has long been used to help companies create a better experience or product for their customers. 

Still, for marketers, it can provide valuable insight into what your customers want and need in their content.

It can be an excellent independent source to measure retailers, brands, and competitors’ shares within consumer channels.

Census Data

Creating personas based on demographic and location information is essential to any marketing strategy.

Access to U.S. Census Data enables marketing teams to analyze their target market and the external factors that could contribute to who these people are.

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Experiential Marketing Data

Consumers have developed a hunger for in-person interactions as marketing has continued to trend toward live experiences to further engage fans.

For that reason, experiential marketing has taken off. In the past, experiential marketing has not been data-driven. 

Analyzing customer behavior at an event or activation has been much more challenging than with a website, where software monitors every click.

Attitudinal Data

This data type encompasses metrics on consumer satisfaction, purchase criteria, product desirability, and more.


Statista is an easy-to-search database of frequently sought statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources.

Excel displays data as a graph and is downloadable.


Datanyze is another great source for market research. You’ll find accurate and up-to-date information and insights into industry trends, rising technologies, and key competitors.


TraQline tracks the retail market—both online and brick-and-mortar—across brands and outlets to provide a comprehensive market view.

They combine demographic, geographic, and behavioral data collected from the consumers that buy your products and provide up-to-date information on your industry and your biggest competitors.

Web Analytics

One of the best ways to determine how customers interact with your brand is by monitoring their engagements with the company webpage.

From website visitors to page views, you have access to relevant information about who consumes your content—and what they consume.

Web analytics allow you to understand the content resonating with customers, mediums that are bringing them to the site, and the exact pages they visit.

Social Media Profiles

Customers regularly hand out information on what they’re doing, buying, and thinking on social media.

If you have a CRM that can access that information, you’ll give yourself an edge over the competition.

Instead of considering various social media sites as venues for marketing to your customers, consider the sources of crucial information.

You can use that data to improve your products, offer better customer service, and personalize your marketing efforts.

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Phone Calls

When a customer calls your business, are you logging the activity? Does your sales team track its attempts to reach out to various leads?

Some tools make it easy to help you monitor your calls and put that information to use.

Company Reports

Reports and white papers contain valuable information that can easily turn into data storytelling.

Even better, the data contained in these reports can be published on social as microcontent, helping to further promote the original piece of content.

Referral Sources

If you’re putting expense and effort into marketing your business, you should be tracking where new customers learn about your offerings.

Those referrals may come from a mutual friend, a Facebook ad, an email message, an organic Instagram post, or any other sources, but it’s important to track them.


One of the best ways to gather customer data is to directly ask for your customers’ feedback in a survey.

Using a survey tool such as ForeSee, you can create a survey triggered by actions your site visitors take to collect specific information.

Experience Relationship Management Platforms (ERM)

Experience Relationship Management (ERM) platforms like AnyRoad have found a solution by collecting data along the entire customer journey for various events and brand homes. 

They live branded experiences — making it easier for businesses to understand their attendees, gauge the impact of their marketing efforts, and build robust data that can plug into their CRM.

Analysis Tools

By using an analytics tool (like Google Analytics or Adobe Analytics) to analyze what actions site visitors take, you can better understand which products or services your customers are looking for.

You can use this data to make changes to your website, marketing strategy, and more.

Selling Data To Third-Party Data Sources

Besides collecting information for business purposes, companies that sell personal information and other data to third-party sources have become commonplace.

Once captured, this information is regularly changing hands in a data marketplace.

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Improving The Customer Experience

For many companies, consumer data offers a way to better understand and meet customers’ demands.

Companies can nimbly modify their digital presence, goods, or services to better suit the current marketplace by analyzing customer behavior and vast troves of reviews and feedback.

The additional benefits of customer experience analytics include:

  • Increasing customer satisfaction

  • Improving brand engagement & awareness

  • Improving sales conversions

  • Making product improvements

  • Enriching public relations

  • Increased competitor awareness

  • Better performance analytics

It’s important to remember that these are just some reasons why customer experience analytics are so important, and many others depend on the industry and audience demographic.

Personalizing Content Marketing

Sales data combines well with nearly all the data on this list to generate new insights and opportunities for personalization.

And the possibilities for targeted personalization are too good to pass up.

For example, you could use in-store purchase information to offer a personalized newsletter featuring related items in the online store, or vice versa.

Hop-On The Kennected Train

According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.

If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).

So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.

This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.

Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.

So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.

In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.

And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.

Want to see how it works?

Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.

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