# Profile tiles

Profile tiles in Orbit dashboards help you understand and visualise what distinguishes your target audience from your broader customer base.

Profile tiles compare a specific analysis group against your customer universe or a filtered dataset. Using statistical calculations, profile tiles highlight which characteristics are significantly over or under-represented in your target audience.

You can choose from:

- **Summary profiles**: Showing aggregated insights across variables
- **Detailed profiles**: Breaking down specific variables into categories

You can then add categories from a profile tile to your [User filters](<https://help.apteco.com/en/orbit/dashboards/filtering/user-filters/index.md>).

> [!NOTE]
>
> **Example use cases**
>
> **Identifying look-alike customers**
>
> Profile customers who spent over £5,000 in the last year to discover they're typically aged 45-65, live in specific regions, and engage via email.
>
> Use these insights to create look-alike audiences and focus acquisition on high-potential segments.
>
> **Understanding market potential**
>
> Discover that charity customers represent 30% of your database but only 2,500 prospects remain, while retail organisations are under-represented with 45,000 untapped prospects.
>
> This helps you prioritise underserved sectors and identify conversion characteristics.

## Prerequisites

Before creating profile tiles, you need:

- Edit permissions on dashboards
- At least one analysis filter configured on your dashboard
- Selector variables in your system
- Sufficient data in both your analysis group and base population for meaningful comparison

> [!TIP]
>
> Profile tiles work best when you have clear, well-defined selector variables in your system.

> [!NOTE]
>
> [Drilldowns](<https://help.apteco.com/en/orbit/dashboards/dashboard-drilldown/index.md>) are not available for Profile tiles.