12 Pieces of Consumer Data Every Small Business Should Collect


Businesses have access to a trove of valuable customer data, from how their audience interacts with a social media post to their comments on a product or service. When collected and analyzed properly, this data is invaluable to improving the customer experience – but you have to collect the right data.

Below, 12 members of the Young Entrepreneur Council (YEC) share their ideas by answering the following question:

“What do you think is one piece of consumer data that is most important to collecting for small businesses, and why is it valuable to them?”

Here’s what they recommend starting collecting now.



1. Email addresses

“You need to send out monthly emails to all your customers and leads. You can send out educational materials, advertisements, sales etc. But the first step is to make sure you have the email address of all your customers and potential customers.” ~ Peter Boyd, PaperStreet Web Design

2. Individual interests

“Knowing anyone’s interests is an important type of data that can help you tailor your products and content to their needs. Google Analytics has a new category known as Affinity Categories. Your audience is automatically categorized as ‘Gamer’, ‘Technophile’ or Anyone Another based on a Google analysis of their interests. Find this feature and build your marketing around it.” ~ Blair Williams, MemberPress

3. Mobile phone numbers

“If you want to use SMS marketing to communicate with your customers, mobile phone numbers are a must part of consumer data. I suggest requesting this information after someone has already signed up for your email list. You will find that these are the people most likely to sign up. in text notifications. ~Chris Kristof, MonsterInsights

4. How did consumers find you

“Whether you’re running an online business or a physical store, the way your customers find you is a powerful piece of information to understand which marketing tools work best. You may see a revenue shift, but it can be difficult to determine what your conversion funnel is generating until you ask for it.” “. ~Matthew Podolsky, Florida Law Advisers, Pennsylvania

5. Customer pain points

Small businesses must collect data (both qualitative and quantitative) about consumer vulnerabilities. Surveys combined with documented discussions can help business owners understand their audience so that they can market more effectively and anticipate the lifespan of the customer. Once business owners become more aware of the problem, they can create a more robust business development strategy to support sales.” ~Libby Rothschild, Libby Rothschild

6. Customer interaction data

“With customers being at the forefront of a company’s success, it is important for businesses to collect customer interaction data to gain valuable customer insights. It is critical for businesses to understand who their customers are by analyzing their interaction and behavior. If small businesses understand their customers’ desires, they will be able to design customized products to meet their needs. exactly “. ~ Neil Qualley, Haüskey

7. Contact preference

“Collecting 1,000 emails is pointless if all of your recipients send you to spam. In our age of email, text messages, and various forms of social media, it is important to know the best way to stay in touch with your customers. Some may also appreciate the ability to Choose how to contact them so they don’t feel like they’re getting a lot of junk.” ~ Brian Greenberg, True Blue Life Insurance

8. Geolocation

“One of the important data you need to collect from your customers is their geolocation. This is very important data for those who have a physical store. It provides a deeper demographic understanding, highly local sensitivity and allows you to target your customers more accurately using your marketing strategies. It is a great way to increase your conversions. “. ~Josh Kohlbach, Wholesale Suite

9. Newness, repetition and monetary value

“If you want to improve how personalized your email marketing is, consider doing an RFM analysis. This indicates recency, frequency, and monetary value. When you look at how much someone has talked about buying from you, how often a user buys and how much they buy, you will be able to create emails Targeted email. CRM and analytics tools work great with this type of data.” ~ Syed Balkhi, WPBeginner

10. User Experience Data

“It is critical to collect data about the user experience that visitors have on your site. If your site has a poor user experience, it will drive them away and fail to drive conversions for you. Pay attention to how they navigate your website, which browsers they use, and which links which they click on, etc.” ~ Stephanie Wells, Colossal Forms

11. Product Notes

“Feedback from users can be invaluable. From feature updates to issues with our service, we use customer feedback. There were errors that were quickly identified thanks to feedback from our users. We’ve also developed features based on feedback from our users about what they’d like to do.” See it. It is essential to facilitate the communication of your customers and express their opinions.” ~ Brian David Crane, Caller Smart Inc.

12. The deciding factor for the purchase decision

“If they bought your product or service, what made them choose you over the competition? It could be a specific feature, a price, a convenience, a customized service, or something else. Knowing that helps you understand what your customers prioritize.” ~ Kalin Kasapov, ProTexting

Photo: Depositphotos




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