Understanding your audience: The role of data and customer profiling

Ian Welch, Head of Data and Digital Planning, Go Inspire

Customer profiling is the process of creating a data-driven document that describes your current customers. It is essential to serve your customers and meet their needs effectively.

To market, sell, and offer customer support properly, you must understand buyers and get to know them. Customer profiling mainly focuses on your ideal customer’s pain points and brand interactions. The goal is to identify, describe, and segment customers based on numerous characteristics and variables, based on their personalities, buying habits, and behaviours. A customer profile can help you find segments of customers with commonality so you can target them in your sales and marketing campaigns. If you don’t create customer profiles, you risk marketing to a nondescript audience, leading to wasted time and closed-lost deals. Defining your ideal customers will help you identify the attributes and purchasing behaviours of the customers whose business you’ve already won.