Customer profiling

When creating a customer profile, it’s important to identify what is it you really need to understand – what’s business critical.  Here are 2 kinds of customer profiles:

1.  Karen is married, has 2 children, lives in the country and reads Home & Country.
2.  Karen has always purchased from your catalogue as soon as it is available to order from, however she has not made any purchases from your latest catalogue.

The first profile is demographic, a set of characteristics.  The second is behavioural, involving what the customer is actually doing.  For a company wanting to target a certain group of people with a product aimed at married ladies who live in the country the first profile is relevant.  However for a company concerned about what their customers are actually doing the second profile is more important.

Pen portraits of profiled customer groups, such as those above, can be useful aids when thinking about creative treatments, but underlying them will be a wealth of quantified data summarising the customer mix in terms of a host of chosen characteristics. Comparative profiling of one customer group against another highlights the differences in these characteristics and is highly valuable for targeting, as well as being a first step on the road to the development of scorecards or propensity models.

GB helps organisations with identifying your most valuable customers and differentiating the needs and values of your customers provides you with the ability to:

  • Define a better targeting and contact strategy;
  • Better tailor the creative to the audience
  • Generate higher response rates from marketing campaigns;
  • Improve your return on investment;
  • Grow the base of your valuable customers;
  • Increase the lifetime value of your customers.

By having customer profiles you will be able to use one of GB's new solution is U4C, which is an automated contact strategy that will deliver a bespoke communication route map for each individual customer, based on a thorough understanding of individual identity. This allows you to respond to time sensitive opportunities which are currently unexploited – identified as “perishable opportunities.” To view a web demo of GB's U4C please click here.