DTC customer data audit checklist
This is the working checklist behind our data audit. It is deliberately boring. Most retention problems are identity problems wearing a campaign costume.
1. Identity
- Is there a single customer identifier that survives across commerce, ESP, support and, where relevant, POS?
- How are guest checkouts resolved to known customers?
- What happens when a customer uses a second email address?
- Which system is the declared source of truth, and does everything actually defer to it?
2. Events
- Which behavioural events are captured today, and which are captured but never used?
- Are product and variant attributes attached to purchase events?
- Is browse and cart behaviour tied to the customer record or only to a session?
- Are returns, refunds and exchanges represented at all?
3. Zero-party data
- What has the customer told you directly: preferences, sizes, occasion, replenishment cycle?
- Where is it captured, and does it reach the segmentation layer?
- Is anything captured that no downstream system can read?
4. Consent and governance
- Is consent state stored per channel and per region?
- Can a suppression decision be reconstructed after the fact?
- Who can change segmentation logic, and is that change recorded?
5. Destinations
- Which tools can act on the profile today, and which only receive a subset?
- Where does data flow one way when it should flow both?
- What breaks silently, and how would you know?
6. The questions the data must answer
- Which customers are on a path to a second order, and which have stalled?
- What does a customer prefer, beyond what they bought once?
- Which cohort is worth spending margin on?
- Which lifecycle moment is underperforming right now?
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We build and run lifecycle, loyalty and customer-data systems inside your existing stack. Tool-agnostic. Outcome-owned.
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