Maximizing your Consumer Intelligence maturity journey
Serve your customers better by advancing your consumer intelligence.
The Consumer Intelligence Maturity Model
We’ve developed a framework which is designed to help your brand assess your current level of consumer intelligence maturity, and how to optimize your consumer intelligence strategy moving forward.
We leveraged internal expertise and frameworks which help companies who thrive with consumer intelligence to continue to innovate. We've also observed how standard use cases based on data monitoring can develop into a strategy that incorporates consumer intelligence into almost every major business decision.
What organizations at the top of their consumer intelligence journey look like
Use of API integrations
Data blending and triangulation is continuously experimented with and expanded. API integrations are used to deepen analysis
Effective feedback loop
Cross-functional insights sharing is the norm. Analysts benefit from an effective feedback loop that drives better analysis and insights delivery
Consumer intelligence driven decisions
Consumer intelligence informs almost every major company decision and dictates company investments. There are significant human and financial investments in this area and a recognition of the competitive advantage it provides
💡 3 useful tips to level up
your consumer intelligence maturity
Combine and leverage multiple data sets
Embedded organizations should leverage large datasets in combination with artificial intelligence for efficiency and to discover new perspectives.
They should combine multiple data sources, such as social listening and sales data, to tell effective stories with the data. It's recommended to constantly ask questions on the data, push the boundaries, and understand any limitations. Additionally, Embedded businesses should utilize data augmentation to plug gaps in existing data. Some businesses at this stage might even build a custom consumer insights hub that’s tailored to their specific needs, pulling data from various internal and external sources into one unified space.
Work together with dedicated data storytellers
Businesses at the Embedded stage will benefit from having highly skilled, dedicated data storytellers who work together efficiently to deliver insights quickly.
Team structure at this level can vary drastically and this is to be expected – every business will have different goals.
Leverage insights in data presentation
Analyst teams at businesses in the Embedded stage should pay attention to data presentation, ensuring as many people as possible are leveraging their insights.
These businesses will have a deep-rooted culture of data sharing. Many areas of the business will continuously utilize the insights gathered by the team and questions and feedback will be exchanged regularly. At this stage, businesses might benefit from sharing internal success stories on how data has impacted business decisions – demonstrating the value of utilizing insights and sparking more requests. This will further perpetuate internal confidence in the benefits of consumer intelligence.
"A deeper understanding of your consumers and informed decision-making drives business growth. The Consumer Intelligence Maturity Model offers a valuable framework for businesses to reflect on their current stage and identify areas for improvement to ensure sustained success."
Helpful resources to level up your consumer intelligence strategy
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