Competition for consumers’ attention—particularly online—is intense. The best way to implement effective marketing campaigns is to target potential leads with personalized ads based on their preferences, demographics, or past interactions with your business.
The aim of customer profiling is to gather all this data in one convenient location, so you can better understand your ideal customer base. By creating customer profiles, you can speak to your target audience on an individual basis—ultimately driving sales.
What is customer profiling?
Customer profiling, also known as consumer profiling, is the practice of collecting and aggregating data points like demographics, preferences, purchasing history, and pain points, in order to create detailed profiles of your customers.
This process can help you understand your target audience, tailor marketing strategies, and improve customer satisfaction. By examining real customer data, you can identify patterns, preferences, and challenges, which can inform product development, pricing strategies, and targeted marketing campaigns.
There are plenty of ways to go about customer profiling, whether you do it manually or via customer profiling software as part of your customer relationship management system. For manual profiling, you can create customer profile templates to organize and analyze customer data. These templates can be found online or developed in-house. They typically include sections for demographic information, behavioral data, psychographic traits, and pain points.
Benefits of customer profiling
- Improved marketing efforts
- Lower customer acquisition costs
- Tailored customer service
- Competitive advantage
- Customer loyalty
Investing time and effort to establish your business’s ideal customer profile can pay off in a number of ways. Here are a few ways customer profiles can help your business:
Improved marketing efforts
Modern marketing strategy revolves around identifying your target audience before you initiate any targeted campaigns. Once you know who you want to buy your products, you can create marketing content that’s likely to appeal to them.
Consumer profiling is the first step of this process, identifying specific demographic data, geographical data, or other customer information that makes up your ideal lead. Once you have that defined, you can fine-tune your marketing efforts to go after that exact type of person.
Lower customer acquisition costs
Many businesses spend a great deal of time and money capturing new customers. This customer acquisition cost (CAC) usually decreases as your marketing efforts become more effective. By helping you identify who is most likely to buy from you, customer profiling helps lower those costs and boost your bottom line.
Tailored customer service
The insights you gain through profiling—like customer pain points, typical buying patterns, or even more granular information like marital status—can all inform how you interact with your customer base when they have a question, comment, or concern.
For example, if you know that your ideal customer doesn’t use social media, you would avoid major investment in social listening software, social media analytics, or tools for responding to queries on social media platforms. Instead, you could place ads in neighborhoods your audience lives in or run commercials during TV shows they watch.
Competitive advantage
Businesses operating in similar industries generally compete for the same limited customer base. Any advantages you gain from marketing to and building relationships with this shared customer base will help your company stand out.
Building a buyer persona using a customer profiling platform can help you appeal more directly to your target market, giving your business a leg up through targeted market efforts, while simultaneously getting leads in your sales funnel more quickly.
Customer loyalty
Customers’ relationship with your brand and, by extension, their loyalty to it, is closely connected to how well they feel understood and valued. The more information you have about various customer types, customer segments, and consumer characteristics, the better chance you will have to endear yourself to potential and existing customers.
In addition, predicting customer needs via customer profiling can help you anticipate any issues before they arise, leading to a loyal customer base that will return to your business time and again.
4 types of customer profiling data
So what kinds of information can customer profiling systems help you gather? Here are just a few types of consumer data these tools typically collect:
1. Demographic data
Demographic data includes background information about your potential customer—things like age, gender, ethnicity, marital status, income, or education level.
2. Psychographic data
Psychographic data includes information about an individual’s personality: their likes and dislikes, their opinions and values, their general lifestyle, and any political or religious affiliations.
This data is vital for understanding why a customer would be interested in your product or service. This can help inform use cases and provide insights on how to appeal to them through marketing, customer service, and other aspects of the customer experience.
3. Geographic data
Geographic data is essentially where your ideal customers are located. This information is important for deciding where to share your marketing content. It can also help you understand your customer base better. For example, you can find out if your customer base prefers urban or rural settings. You can learn what types of products they are likely to buy based on the climate.
4. Behavioral data
Perhaps the most important information for your business to understand about its target consumer, behavioral data encompasses how individuals use your product or service, their spending habits, as well as how they interact with your brand. This includes interactions in-store or online, through social media, customer service, or other communications.
The more consumer behavior information you have, the better you can know what motivates your best customers—their needs, the reasons they buy your product or service, and their future desires—and cater to consumer demand.
3 effective customer profiling methods
While you should consider the type of customer data you want to collect, you may also want to think about the method. In order to collect customer feedback effectively, consider these core approaches to get the data you need to succeed.
Psychographic profiling
Understanding personal psychological details such as likes, dislikes, opinions, and values can require a little bit of digging.
Customer profiling software often employs tools ranging from customer surveys and questionnaires to customer interviews and focus groups in order to get a better sense of your ideal customer. Website analytics can also be valuable in this instance, giving you insight into the customer journey and what may or may not engage them.
Typology profiling
Typology profiling segments your customer base by their motivations for making a purchase. This method typically breaks up customers into four groups:
- Discount consumers: individuals motivated by savings rather than brand loyalty
- Loyal consumers: those with a personal connection to a brand
- Impulsive consumers: buyers who shoot from the hip, often based on emotion
- Need-based consumers: individuals who rarely make a purchase, doing so out need rather than want
Characteristics profiling
Characteristics profiling asks what individual qualities influence purchasing decisions. Convenience, personal connection, and a sense of community are often cited as reasons why customers make the decisions they make.
Customer profiling FAQ
What is the difference between B2B and B2C customer profiles?
Business to business (B2B) customer profiles focus on painting a picture of a business as an individual using data points such as size, industry, and the behavior of executives making high-level decisions. A business to consumer (B2C) customer profile focuses on more human characteristics like individual motivations, demographic data, or buyer history.
What is an example of customer profiling?
Say your business sells small-batch beauty products. Your customer profiling would build a comprehensive description of your ideal consumer including information such as their age range (e.g., 25 to 40), location (e.g., urban cities), income level (e.g., middle class), interests (e.g., personal care, style), as well as past purchase history (e.g., frequent purchases of beauty products).
What are the four types of customer profiling?
The four types of customer profiling data are demographic data, psychographic data, geographic data, and behavioral data.
Why is customer profiling important?
Customer profiling is critical for understanding your consumers and what motivates them, allowing you to more effectively gain new customers through marketing efforts, as well as retain current customers through improved customer service, feedback, or other communications.
