The Flight to First-Party Data and the Journey to Empathy@Scale, Part 3: Top 10 Data Metrics for Customer Centricity

The Flight to First-Party Data and the Journey to Empathy@Scale, Part 3: Top 10 Data Metrics for Customer Centricity

This IDC Perspective busts the myth that customer data sets are inherently customer centric. Customer centricity is far more dependent on practices and protocols associated with customer data relationships than data management and analytics technology. The effectiveness of practices and protocols is highly dependent on measurement; therefore, establishing new practices and protocols requires new metrics."The idea that customer data sets are inherently customer centric is a myth," said Gerry Murray, research director of IDC's Marketing Automation Technology service. "It is an assumption so natural we rarely realize we're making it. But very few metrics most companies use to describe their customer data are highly customer centric. Some are certainly relevant, but collectively our data metrics tend to reinforce an inside-out bias born of operational necessity and a cultural mindset of data ownership. Differentiating a brand's data relationships with its buyers will require new metrics for customer data, and we have some suggestions.

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