CMOs understand the importance of data-driven decisions. You can’t sell your product or service to everyone so you need to be selective in spending your marketing dollars. The first step is determining just which customers provide the biggest return for your marketing efforts. That involves defining you best customers (profiling) and grouping together others with them that share similar characteristics (customer egmentation). Customer profiles and segmentation are two sides of the same coin.
This process not only provides the “who” of the target audience but the insights needed for the “how“ as well.