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January 30, 2015

Data Profiling :: Learn More About Your Best Customers

Best-Customer-ProfileYou know who they are.  They buy more.  They click through more. They’re your best customers. But how much do you really know about your best customers? And wouldn’t it be great if you could find prospects that look just like them?

Data profiling (like Streamworks’ Stream Profile tool) can provide valuable insights about your best customers and identify attributes that you can target for your customer acquisition efforts.

Stream Profile is a descriptive analytics tool that profiles the demographic (or firmographic) attributes of your best customers and gives a market penetration index of those attributes between your customers and the overall population in the same geographic area. 

For example, have you always thought your best customers were male golf enthusiasts between the ages of 40-50, and most likely married homeowners with children?  Stream Profile will confirm if those truly are the most common demographic attributes of your best customers, and will let you know if those attributes are more prevalent among your customers than the overall population in the same geographic area.  If they are, you know what list selects to target for your customer acquisition efforts!

Benefits of Data Profiling

  • Statistically Reliable Picture of Who Your Best Customers Really Are – you may think you know what demographic attributes your best customers have but data profiling will tell you for sure.
  • Improved Response Rates/Lower Marketing Costs – Data insights gained by profiling allow you to better segment your data, so you can target your marketing efforts on your most profitable customers and best prospects.
  • Develop Cross-Sell & Up-Sell Opportunities – Improved data segmentation and insights can also help you develop effective cross-sell campaigns, up-sell promotions, loyalty programs and other customer-focused strategies. 
  • Customer Acquisition - Data profiling is an excellent tool for customer acquisition campaigns and for organizations exploring new market segments.

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