Marketers find that customers generate useful information every time they are online or interact with their devices. It is even known that phone location tracking can help marketers reach customers while they are out and about in the real world.

Knowing that CDPs store and use customer information opens the question of what kind of customer data do CDPs collect. Generally, customer data can be categorized into four groups: identity data, descriptive data, quantitative or behavioral data, and qualitative data.

• Identity data forms the foundation of customer profiles by uniquely identifying them and establishing a profile. This information includes: names, demographics, location, contact information, social profiles, professional titles and workplaces, and account information.
• Descriptive data extends identity information with interest and relationship information. This can include career information, lifestyle information (like home, vehicle, and pet), family information, information about hobbies (subscriptions, memberships, or associations).
• Quantitative or behavioral data is of great interest to companies because it tracks where, how, and how much a customer has engaged with the brand. Behavioral data tracks purchase transaction information, communication information (chats, emails), online activity, and communications with brand representatives.
• Qualitative data is like descriptive data in that it adds a layer of depth to customers but is not measurable in the same way behavioral data is. Qualitative data may be captured through interviews and interactions and include customer motivations, customer opinions, or customer attitudes towards relevant topics for the brand.