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Customer
profiling is about creating a pen
portrait of your customers and can be undertaken in a variety of
ways
Product Purchase
Data – what your customers
buy, when they buy and how they buy
Demographics – how old your
customers are, where they live, whether they have children
etc.
Lifestyles – what your
customers drive, what they read, what they watch on TV, their
favourite leisure activities etc.
Psychographics – your
customers’ values and motivations – probably the most significant
drivers of all their major purchasing decisions.
Good
analysis should set out to answer the following questions
What do your customers
look like compared to the UK?
What do each of the customer segments look like compared to
the UK?
What do each of the customer segments look like compared to
your total base?
What do each of the customer segments look like compared to
each other?
Typical job roles undertaking
profiling will be Marketing Analyst, Data Analyst, Senior
Marketing Analyst & Database Marketing Analyst
customer
profiling
segmentation
market sizing web analytics
single customer view | 