User profiling involves dividing users of public or private services into groups.
Subsequently, data is collected and processed based on their behavior.
In terms of marketing, it is a targeted marketing tool that uses these techniques to obtain analyses of potential customers.
Elements of User Profiling
There are several elements that characterize profiling, namely:
- Automated process: represents the ability to make decisions using technological tools without the intervention of a human user. It is based on any type of data provided directly by the user through questionnaires;
- Conducted on personal data: such information that identifies or makes identifiable, directly or indirectly, an individual and can provide information about their characteristics, habits, lifestyle, personal relationships, health status, economic situation;
- Evaluating a feature of a natural person: a natural person is considered to be one who can be identified, directly or indirectly, by means of a name, an identification number, an online identifier, or one or more factors specific to his or her physical identity.
In conclusion, the success of user profiling comes from how effective the advertising message intended to be communicated is when sent to different target audiences.
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