Glossary: Customer Intelligence
Customer intelligence refers to a procedure to collect and analyse information on customers so that the customer is better understood and ultimately, the customer relationship can be improved. Internal data can be obtained through direct interaction with the customer, e.g. responses to marketing measures or purchase data from the shop. External data is collected from different sources and mostly sorted in demographic, geographic and behaviour-based data. This means there is always an up-to-date customer profile available which can be analysed, e.g. to predict future actions by the customer.