| Direct relationship with the customer |
Indirect customer relationship |
Indirect customer relationship |
Direct relationship with the customer |
| Collected with consent |
Collected with consent |
Unknown if it’s collected with consent (depends on the data provider) |
Collected with consent |
| Individual data |
Individual data |
Aggregate Data |
Individual data |
| High accuracy and reliability |
High accuracy and reliability |
Low accuracy and reliability |
High accuracy and reliability |
| Not shared |
Shared only with trusted partners |
Shared with many companies |
Not shared |
| Examples:• Customer email• Phone number• Purchase history• Support history• Loyalty program info |
Examples:• Website activity• Social media profiles• Customer feedback• Customer surveys |
Examples:• Income• Age• Education• Websites visited• Survey responses |
Examples:• Communication preferences• Product preferences• Customized account configurations |