As we will demonstrate in this article, profiling is both simple and powerful. Its great strength is its simplicity. It is ideal for communicating large amounts of information in a user-friendly way. Profiles are clear, comprehensive, and easy to read, which makes them ideal for communicating with a business or non-technical audience.
Profiling describes a group of people by summarizing information about them. Profiles are typically used to answer questions like: What do my customers look like?Which prospects are most likely to buy?What drives customer churn?
Often, a profile is all you need to answer these questions. Other times, you may choose to use a profile for exploratory data analysis before multivariate modelling.
Profiling is often used to find hot prospects for marketing campaigns. By comparing past purchasers and non-purch…