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.