02 — Capability · BC-1360.20
Customer Data & Segmentation
Build one trustworthy picture of each customer from every channel and consented source, and group customers into segments the business can plan, assort and communicate against.
- Customer 360
- Shopper Segmentation
- Customer Data Platform
In scope
- Identity resolution across store, online, app and loyalty
- Consent and preference management for customer data
- Behavioral and value-based segmentation
- Customer lifetime value and churn scoring
Out of scope
- Data privacy policy and regulatory compliance (see BC-140)
- Campaign audience activation (see BC-420)
Decomposes into · 4
- BC-1360.20.10Customer Identity ResolutionMatch transactions, accounts, loyalty cards and devices to one customer, and know how confident the match is.
- BC-1360.20.20Consent & Preference ManagementRecord what each customer has agreed to and prefers, and make every use of their data honor it.
- BC-1360.20.30Customer SegmentationGroup customers by behavior, value and need into segments stable enough to plan against and specific enough to act on.
- BC-1360.20.40Lifetime Value & Churn ScoringEstimate what each customer is worth over time and how likely they are to stop shopping, so retention effort is proportionate.