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.

1. PROF VENKATESH GANAPATHY
ASSOCIATE PROFESSOR
PRESIDENCY BUSINESS SCHOOL

2. CUSTOMER PROFILING
• Data, online analytics and proliferating channels –
imperative for a business to understand its audience and
segment its customers in new ways
• Spray and pray approach – messages sent out en-masse,
untargeted and non-personalized
• Refined approaches to marketing - enhance customer
experience
• Brands - what is right for customers by knowing who they
are, their location and preferences

3. • Consumers generate more data but also are demanding
better service
• Messages to customers must be relevant
• Customers need to be grouped based on common traits and
behaviors
• Segmentation – tailored marketing communications across
channels to specific customers
• Creation of bespoke campaigns
Customer Profiling (Cont’d)

4. • Selection of the right KPIs – revenue per customer, email
responsiveness, product mix and purchase channel.
• Creation of single customer views - A single customer
view is an aggregated, consistent and holistic
representation of the data known by an organisation about
its customers that can be viewed in one place, such as
a single page.
• Ensure data is sufficient and strong.
• Segment customer groups to right-target your customers.
Elements of a customer profile

5. • Create a rich picture of these customers on and offline (and
your competitors’ customers) so you can target them. This
will ensure that campaign messaging, channels and locations
are relevant.
• Cross-channel campaigns must focus on selected customer
segments
• Effectiveness of the campaigns must be measured over time
by each customer group.
• Keep track of changes in your competitors’ customers,
spatial trends concerning where your best customers are
and where they interact with you
Elements of a customer profile (Cont’d)

6. Customer Profiling

7. • Understand your audience and their needs better
• Increase effectiveness of advertising efforts
• Brand can define a clear set of messages and imagery for
specific customers to improve customer experience
• Results of profiling when embedded cross-functionally will
enhance interactions between a company, existing
customers and prospects
• Service and product development teams will greatly benefit
from the insights
Benefits of customer profiling

8. • https://www.experian.co.uk/blogs/latest-
thinking/profiling-customers/
Reference