Customer data is essential for businesses as it helps them understand their customer’s behaviour, preferences and needs. This information is typically collected through customer interactions with a company, such as purchases, website visits and customer service interactions. Effective use of customer data can help businesses create personalised marketing campaigns and improve customer engagement. For example, a company may use a customer’s purchase history to recommend similar products or send targeted promotions based on the customer’s location or previous purchases.
Customer data encompasses a wide range of information, such as demographic, behavioural, product-related, derived and modelled information. This data is gathered from various brand interfaces, platforms, tools and services. To ensure that customer data is comprehensive, it must include at least one customer identifier, such as an email, user ID, cellphone number, CRM ID or cookie ID. This identifier is then combined with other information collected from various sources and interfaces.
Zeotap uses the customer identifiers provided in your account to create a unique customer profile, which is continuously updated with data from different sources. These profiles give a complete, 360-degree view of each customer and are available for downstream activation.
Last modified on February 26, 2026
