Customer profiling provides much-needed structure to a marketing plan. It helps you (and us) understand what the ideal customer is looking for, what matters to them most, and how best to speak to them. It also helps to remove us from our own natural bias and assumptions of an audience. Objective data speaks louder and with more authority than hunches and vague psychological reasoning by us or you.
This focus on empirical data over subjective reasoning will help with every step of the campaign, from the creative right through to buying media placements and assessing outcomes.
What is profiling?
Audience profiles aren’t the same as demographic information.
While demographics usually provide the key dimensions that advertisers seek (age, location, gender, etc.), profiling, groups these dimensions, along with other elements (psychographic/behavioural for instance) to create the ideal customer profile.
For example, being able to reach men aged 25 – 35 years old might have a certain value to a brand, but being able to reach men aged 25 – 35 with children at home will have far more value to manufacturers of toys. Having a complete profile then allows us to ascribe value to each dimension; it might, for instance, be vital (a primary trait) that the audience is comprised of mostly car owners and also (although less important; a secondary trait) that the audience is female.
Now we have a coherent profile that can be specifically targeted in a variety of ways.
How to build a profile
As we’ve said, data must serve as the basis for creating a profile. It means everyone involved can trust in the profile (and therefore the audience) we’ll be working to reach as it’s based on fact.
We get this data from a few sources, such as Experian, YouGov, Statista, and data collected by the client. We even feed our own data into some profiles if we have collected relevant information in previous campaigns. But it’s all empirical data and it’s all fact.