Profiling and Segmentation

Understanding who your customers are is a critical step in designing and executing campaigns, whether for acquisition or retention. Profiling illustrates what your customers look like with respect to behavioral, demographic or geo-demographic attributes. Comparative profiling examines how key attributes differ across pre-defined customer groups (e.g. customers sourced via direct mail vs. customers sourced online).

Segmentation divides your customers into a small number of groups, within which customers share key characteristics, such as spending or purchase frequency. These segments can be used to craft a handful of focused campaign messages, product offerings and creative pieces targeted to individual segments.