Managing B2B Customer Data: Who Is a Customer, Anyway?

So you're ready to take on the next game-changing business to business (B2B) marketing analytics project… maybe setting up some marketing tests, perhaps testing a predictive response model, or even thinking of trying your hand at text mining. You start the project by creating a list of your business customers and counting them. Sounds simple, right?

However, as you survey the state of customer data at your company and begin really digging into the details, the question you will likely find yourself asking over and over is this: "Who is a customer, anyway?" ...