Company profiling is a crucial part of the marketing strategy. It helps in understanding the likes and dislikes of customers, which helps in determining the type of content that will work best for them.
Different companies have different reasons to perform customer profiling, but the most common one is that they want to increase their revenue. With this, they are able to offer high-quality services at lower prices. On the other hand, customer profiling also helps in maintaining a healthy relationship with their customers by focusing on regular interaction with them.
Companies also use revenue data from customer profiling for measuring advertising efficiency and cost per conversion.
This is the first article in a series of articles about the different approaches in customer profiling. In this article, we will primarily explore two approaches: personas and archetypes.
Personas are fictional characters that represent a specific type of customer. They are often created from interviews with customers and analyzed by customer experience managers to determine how different groups of people react to a product or service
Archetypes are abstract personifications that are used to describe the common traits found across all customers, regardless of group or industry.
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