1. Who the customer is as a person: name and contact information.
2. Where your solution will be used... as specifically as possible.
3. When your customer would use it, but even more importantly, when would the customer NOT use it.
4. What personal interests in your customer can you connect with?
5. What's the cultural context of your customer? What are the norms there?
Fast Company: Do you really need big data?, 2012-Aug21, by Bryan Pearson
Data comes in many forms, from in-store shopping activity to online browsing patterns, and it can be sliced and diced to show many different aspects of a consumer. But there are four general areas that should help shape what inspires your customers: their physical location, their phase in life, their personal interests and their cultural influences. By developing its communications around these factors, an organization can demonstrate an understanding of its consumers needs, the shortest path to attaining relevance.
Use data responsibly This should go without saying, but ascertain what you want to achieve with the customer data and then collect only what you need to do so. Once collected, use all of it in a way that benefits the consumer as much as the organization, which will earn the organization the right to obtain more data over time.