Customer Profiling
Marketers use customer profiling to identify the best customers, their common interests and demographic information. This concept will assist marketers to make informed targeting decisions based on customer profiling analysis by providing an overview of key characteristics and tools.
Technique Overview
Customer Profiling Definition
A customer profile is a model of the customer. Based on this profile the marketer decides on the right strategies and tactics to meet the needs of that customer. From a marketing perspective it is one of the vital pieces of information that a marketer needs to know or equip himself with (Shaw et al., 2001).
Customer Profiling Description *
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Business Evidence
Strengths, weaknesses and examples of Customer Profiling *
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Business Application
Implementation, success factors and measures of Customer Profiling *
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Professional Tools
Customer Profiling videos and downloads *
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Further Reading
Customer Profiling web and print resources *
Customer Profiling references (4 of up to 20) *
- Ahola, J. and Rinta-Runsala, E. (2001) Data Mining Case Studies in Customer Profiling. Research Report TTE1-2001-29, VTT Information Technology.
- Armstrong, G. and Kotler, P. (2009) Marketing: An Introduction. (9th Ed.) Pearson EducationInternational, New Jersey, USA.
- Clarke, R. (1997) Customer Profiling and Privacy Implications for the Finance Industry. Paper presented at AIC Conference on Customer Profiling for Financial Services, Sydney.
- Drummond, G., Ensor, J. and Ashford, R. (2008) Strategic Marketing: Planning and Control. Butterworth-Heinemann, Oxford, UK.
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