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Data Sources

This step introduces learners to five different sources of data used by marketing professionals.

You have access to more data sources than you think. Take a moment to think about what data you have access to. Typically, there is a range of sources available:

  • Internal systems (sales, transactional and customer service data and insights)
  • Tracked website behaviour (Audience groups / Cookies / Tracking tags)
  • Surveys and 2nd party data (Net Promoter Score, Web survey, Industry or Sector research)
  • Activity Reporting and Analysis (Marketing send reports, Social Dashboards, Google Analytics)
  • Testing and User Experience (Hotjar, what users do).

Join the discussion

Consider a well-known organisation or brand in your country. What are some potential data types the organisation collects about its customers? How do you think this data helps the organisation to connect with its customers? Leave a comment below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Introduction to Marketing: Understanding your Customers

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