Customer Profiling

Customer Profiling

Through customer profiling, businesses can gain greater insight into their consumer base.  This is a very versatile solution, the insights from which are typically applied to enable better targeted marketing and enhanced retention efforts.


Customer profile Large-1

Profiling provides descriptive information about customers.  This analysis is used widely to give marketers a clear view of customers and essentially put a face to their base and any key groups within that base.  The more a client knows about their customers, the easier it is to look after and retain them.  Profiling is vital in creating informed marketing strategies and initiatives that appeal to target markets. 

Datamine's profiling services are designed to meet specific requirements and can be used to understand the differences and similarities of different groups.  For example, profiling can be used to compare customers with the New Zealand population, or to customers with different product holdings.  It can also compare campaign responders to the base file.  Client data is commonly overlaid with data from external sources to add socio-economic and demographic variables, providing a clearer picture of any group of interest.

Some examples are:

  • Census data for variables like household income, profession, number of children etc.
  • Market research data to overlay attitudinal and competitive information
  • Company specific or industry generic data (e.g. number of employees, turnover, ANZSIC etc.)
  • Westpac BI data to understand retail purchasing habits/competitor spend

This solution is usually employed in conjunction with other services we offer.  For example, we may also provide segment definitions and target audience descriptions, or help you gain a better understanding of customers more likely to churn.



  • Profiling provides a detailed picture of customers and how they compare to one another
  • It can be used internally to drive strategic/tactical planning
  • It can be used externally to enhance the information provided to strategic partners (e.g. advertising agencies)
  • Insights from profiling can be used across multiple business functional areas, such as marketing, strategy, logistics and customer services


  • Retail
  • Telecommunications
  • Banking and Financial
  • FMCG
  • Entertainment
  • Real Estate
  • Insurance
  • Utilities
  • Not for profit


Cancer Society profiling


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