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What are the benefits of profiling and segmentation? Sarah Crowhurst, International New Media Fundraising Co-ordinator for PETA will look at the types of profiles that are most useful for organisations to build and maintain, examining the types of data that should be collected, and the transactional and source data that is most effective, focusing on the data collected in the Advocacy Online platform. Taking profiles a step further, what are the practical steps to segmenting data records? What tools are available in the Advocacy Online platform to make this job as simple as possible?