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CDNA: How to Manage and Make Sense of Customer Data.
A practical guide for business leaders, data teams and anyone who needs to turn customer data into competitive advantage.
What the book covers
- -Why companies have more data than ever but understand customers less
- -The gap between behavioural analytics and attitudinal research - and how to close it
- -The Customer DNA framework: six layers from environment and behaviour to values, identity and purpose
- -How to collect, model and activate data at every layer of customer understanding
- -Building segmentation that goes beyond clusters to reveal who customers actually are
- -Why AI and personalisation fail without deeper customer understanding
- -How to structure customer data for activation
- -CDP buy or build: making the right decision for your business
- -Building a customer data strategy that creates real business value
- -Connecting data infrastructure to marketing, growth and product decisions
- -Real-world frameworks from 20 years of practice at adidas, Zalando, Delivery Hero and Sky
Written by a practitioner, not a theorist.
Dr. Maryam Ramezani-Bartsch has built and led data organisations at adidas, Sky, Delivery Hero, GoStudent and Zalando. The CDNA framework distils two decades of practice into a vocabulary leaders can act on.