1) Customer profiling involves collecting data about customers to segment them into groups based on common traits and behaviors in order to send targeted marketing messages through tailored campaigns across channels. 2) It is important for businesses to move away from spray-and-pray marketing approaches and instead get to know their customers through profiling in order to enhance the customer experience and send relevant messages. 3) Effective customer profiling relies on selecting the right key performance indicators, creating single customer views, ensuring sufficient data, measuring campaign effectiveness, and understanding how customer groups interact with competitors over time.