Once we have business knowledge, we need to gather the relevant data.
There are three steps to it.
First is to identify the data needed.
We know what data we need from the research.
Second is requesting this data from relevant people within and outside the organization.
And lastly, when you receive the data from different teams, you need to do a quality check on the
data received.
They are being requested can be of two types.
Internally and externally, the internal data is the data which is collected by you, audio resource
team or your organization.
For example, sales data on monthly money spent on a particular type of promotion.
Is the data available with your organization and is internal data?
External data is data collected and maintained by external data sources.
For example, governments maintain a population centers data which can be used to determine the demography
in a particular region.
Or you can buy data from several third party vendors also.
Now, let's go back to the example of guard abandonment.
We decided to go meet some people and do some secondary research.
Let us see how business knowledge tells us what data to gather.
So first we went to the marketing team.
They tell us that customers who are coming to the website are coming from three different channels.
50 percent come from e-mail marketing, 30 percent from organic search and 20 percent from AdWords marketing.
Probably whether the customer will eventually buy or not buy depends on which channel that customer
is coming from.
So we decided to get this sorted out to our website for all the customers.
Next product team tells us that there are three steps in the buying process after adding a product to
cart.
Card review, adding address or personal details.
And then finally, the payment.
Maybe there is some issue in any particular step.
Let's get a the God abandonment location for all the customers.
Then we did some industry reports regarding the issue and found out the below observation.
Customers who add expensive items in their car.
Keep it in the card for longer duration.
So against each customer order, we should also get the total card value for each customer.
Lastly, when we did our dry run, we saw that there is a small town willing to read the experience.
So let's get these ratings from the customer experience team also.
You can see how business understanding is telling us what data to collect.
Once you have the data, you need to tidy it up and clearly define what each variable stands for.