You need to know everything obtainable about your customers. This list will get you started. You will need their age, sex, marital status, income levels, education levels, geographic locations, where they shop, if they go to church, if they have kids, ages of children, political affiliation, what they like about your company, what they don't like, why they shop with you, what they value about your products/services, what they like the most/least about products/services, and whether prospects are unaware of your brand or products/services. Customers want you to know certain things about them and if you do, they will remain loyal to you as you take time to know them.
Establishing strategies: several strategies are to be formulated, in order to cover the distance between what we want to achieve and what is possible to achieve, with the resources at our disposal. As we would usually have several options, we should analyze them and chose the one with more chances to achieve the marketing objectives.