Customer profiling is a smart start for improving target marketing accuracy.

Our goal is to identify key characteristics associated with profitable customers.

We also want to identify differences between profitable and unprofitable customers.

We believe customer profiling is much more than appending data and running reports. 

A great way to start the customer profiling process is through the simple art of listening. 

We ask key stakeholders to define primary, secondary, tertiary and marginal customers. 

We listen carefully - our goal is to explore the marketing instincts of key stakeholders. 

Only after listening and learning do we begin selecting key profiling data variables. 

Profiling is a creative mix of good marketing judgment and accurate relevant data.