A Summary of Survey Data

by Gabriele Piccoli

This survey examined the business value and use of customer data in 106 organizations. Of the responding organizations, 48% characterize their customer base as business users, while only 13% identify individual consumers as their customer base. Of the remaining respondents, 31% have a customer base comprising both consumers and business users, and approximately 8% characterize their customer base as intermediaries, such as retailers or wholesalers, or other. Responding organizations vary in size, with 53% having 1,000 employees or fewer (including 28% with 100 employees or fewer) and 47% having more than 1,000 employees.