Unit 10 Data, Decisions, and Customers: How Modern Marketing Works

Instructions

In this recap lesson, you’ll review how companies use research, data, and technology to make informed marketing decisions and build lasting customer relationships. These summaries cover key ideas from your learning about CRM systems, analytics, dashboards, AI tools, consumer behavior, and the difference between B2C and B2B buying. Use this guide to help prepare for upcoming assessments and real-world case projects.

Recap Lesson 1: Research, Analytics, and CRM in Action

Marketers don’t just collect data—they analyze it to find patterns and turn those findings into business strategies. First, they use descriptive analytics to see what has already happened, like how many customers clicked an ad. Then they use predictive analytics to guess future behavior, such as whether new customers will return. Finally, they apply prescriptive analytics to choose what to do next, such as adjusting prices or ads.

Once data is understood, marketers write clear, visual reports that explain what worked, what didn’t, and what steps to take. These reports are shared with leadership and other teams.

CRM, or Customer Relationship Management, systems help companies store and manage customer data. CRM tools track order history, messages, product ratings, and email activity. This allows companies to send personal offers, remember customer preferences, and keep relationships strong. It also makes teams more efficient by giving marketing, support, and sales access to the same customer information.

Together, analytics and CRM help businesses retain loyal customers, reduce mistakes, and grow smarter.

Recap Lesson 2: AI, Dashboards, and Data Collaboration

Today’s marketers use tools like Artificial Intelligence (AI) and big data to improve campaigns. AI can recommend the best email subject line or predict which products customers will like based on past purchases. Big data includes thousands of clicks, likes, reviews, and page views—all used to understand what people do online.

To keep track of all this, companies use marketing dashboards. Dashboards display real-time data like social media engagement, ad clicks, and sales results. This helps marketers make decisions quickly, pause underperforming ads, and improve campaigns while they’re still running.

Data Sharing and Collaboration

But data only works if it’s shared. Marketing data must be accessible to other departments, such as sales, product development, and customer service. Teams collaborate better when they work from the same dashboard or receive weekly data reports. Everyone from designers to executives can use that data to improve customer experience.

Small businesses and nonprofits often face challenges with research—they may lack tools, time, or staff. But with creativity, they use free tools like Google Forms or social polls. Partnering with schools or interns can also help collect data. Even simple dashboards can guide decisions if teams focus on the most useful data.

Smart data sharing leads to better communication and smarter teamwork—even for small or low-budget organizations.

Recap Lesson 3: Understanding Why People Buy – Consumers vs. Businesses

Whether a teen is buying shoes or a company is ordering office supplies, buying follows a pattern. The consumer decision-making model includes five steps:

Need Recognition – Realizing something is needed.
Information Search – Looking at reviews, ads, or asking others.
Evaluation of Alternatives – Comparing products.
Purchase Decision – Choosing the product.
Post-Purchase Behavior – Reflecting on satisfaction or regret.

Personal characteristics also shape decisions. These include age, income, cultural background, interests, and what others (friends or influencers) are buying. Marketers use this information to build ads that match customer lifestyles.

Not all customers are individuals. Business-to-Business (B2B) buyers shop on behalf of organizations. Their decisions are slower, more logical, and often involve teams. They care about price, long-term value, and service agreements. Business-to-Consumer (B2C) shoppers, on the other hand, buy based on personal needs, emotions, or impulse.

B2C vs B2B Example

Example: A teen shopping for earbuds may be influenced by TikTok videos and buy within minutes. A school district purchasing 500 pairs will compare prices, ask for demos, and need approval before buying.

Marketers must adjust their tone, design, and strategy depending on whether they’re selling to consumers or businesses.

Select Next to Continue