Part 8/12:
Helen emphasizes that translating raw data into actionable insights involves a structured lifecycle:
Data Collection: Integrating data from multiple sources—first-party (e.g., purchase history), second-party, and third-party data (household, demographic, behavioral).
Preparation: Cleaning, organizing, and enriching data to create a unified view of the customer.
Visualization: Mapping data visually to uncover trends, patterns, and correlations.
Analysis: Deriving insights, discovering relationships, and building predictive models.
Storytelling: Crafting compelling narratives that explain who the customer is, what influences their behavior, and how to engage them.