User Profiles: The Key to Effective Segmentation and Personalized Campaigns

As the old saying goes, “know thyself.” In today’s marketing landscape, that piece of advice is more important than ever before. Thanks to the advent of big data, marketers now have access to a seemingly endless stream of customer data. But all that data is useless if you don’t know how to interpret it. 

Enter user profiling. By understanding who your target users are and what they want, you can tailor your marketing campaigns to appeal to them on a personal level. In turn, this will lead to more conversions and higher ROI. 

User profiling can be tricky, though. You need to strike the right balance between being too general and too specific. The key is to create profiles that are based on real data but still offer enough flexibility to be useful. 

Here are a few tips to help you get started: 

1. Start with demographic data. 

Demographic data is a great place to start when creating user profiles. This includes information like age, gender, location, and income. This data can be pulled from your customer database or collected through surveys and other research methods. 

2. Look for commonalities. 

Once you have demographic data, start looking for commonalities among your target users. What do they have in common? What do they tend to care about? What motivates them? Look for both surface-level and deeper emotional needs that your product or service can address. 

3. Give your profiles names. 

One of the best ways to make your user profiles more relatable is to give them names. This will help you see them as real people rather than faceless data points. For example, you might name one profile ” soccer moms” or ” empty nesters.” 

4. Create buyer personas. 

Buyer personas are a type of user profile that is especially helpful for businesses that sell products or services. A buyer persona is a semi-fictional representation of your ideal customer. In addition to demographic data, buyer personas also include information about the customer’s needs, pain points, and goals. 

5. Keep it up to date. 

User profiles are not static. They should be reviewed and updated on a regular basis as your customer base changes and grows. Make sure to keep your profiles up to date so that they continue to be relevant and useful.

More

• Why should you move from a contact database to an Identity graph?
• The 6 Visualization Tools for Powering Your Marketing Data
• The Benefits of Descriptive and Predictive Analysis in Marketing