Whether you’re a B2B or B2C service business, it’s likely that a significant chunk of your revenue is generated by a few key customers. It makes strategic sense to isolate these high-value customers and provide them with differentiated experiences. This could be through an exclusive loyalty program, personalized event invites, or even creating a unique line of products just for them. 

While this doesn’t directly monetize data, it does lead to enhanced customer loyalty, yielding long-term financial and reputational benefits. A notable case in point is Spotify Wrapped, an annual campaign run by the audio streaming platform, in which a user’s listening data is aggregated and turned into personalized cards perfect for social media sharing. It is occasionally supplemented with country-wide data for an outdoor or digital campaign. Now a staple of Spotify’s marketing, it is essentially born out of customer data, and is a format now emulated by numerous other brands. American Express’ iconic Centurion Card is another example of a B2C offering for a specific cohort. Being invite-only, it is an example of how to action internal data analysis.

From a B2B perspective, one might view Zoom’s product evolution as a good example of developing features for different cohorts, driven by data. Today, it has unique tools pertinent to education, government, healthcare and retail.