The term “Profiling,” in marketing , refers to the activity of enriching the profile of users with information and data.
Such information can range from biographical data to purchase and browsing behaviour data, from customer lifecycle data to all information of a qualitative nature also collected through special forms.
In a context in which personalisation of the customer experience plays a fundamental role in creating successful marketing strategies, User Profiling is, without a shadow of a doubt, the main activity to start from and represents, perhaps, the most decisive one for the very success of campaigns.
In fact, knowing in depth the characteristics, needs, requirements and expectations of one’s users is fundamental to proposing solutions and products that can best satisfy them.
The effectiveness of a profiling activity goes hand in hand with the technological solution that is adopted. In this context, the use of a Customer Data Platform enables effective and efficient dynamic profiling activities.
Personal data, browsing and purchasing behaviour, tastes and interests, but that’s not all: today’s advanced tracking systems allow you to collect a great deal of information and segment your audience based on the multiple factors that not only offer a broad and real time overview on the behavior of the individual user from a single customer viewpoint, but also allow you to predict their future behaviour.
The profiling activity should be considered as preparatory to that of segmentation which, instead, involves the grouping of users who respond to the same characteristics within the same cluster.
