Profile: Overview
A Profile identifies the significant characteristics of a selection when compared with another set of records.
A profile can be built from any group of records selected using any of the methods supported by FastStats. You can control whether the profile is built against the whole database (the universe) or just a part of it.
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Example Profile
When should I use a Profile?
Understanding the characteristics of your current customers and your strengths and weaknesses across market sectors is a prerequisite for any marketing activity.
Whether the marketing strategy is to expand to new sectors or up-sell in existing sectors it is necessary to consider your current sector performance and the remaining market potential before embarking on list acquisition and expensive direct marketing promotions.
Profiling compares your current customer base against a data “universe“. A profile report highlights market sectors in which your business is over or under performing relative to the universe population. This information can be used directly to guide marketing strategy and in particular prospect list selection.
To analyse a group of records in isolation will only provide a limited understanding of the characteristics of those records. By comparing the records with other records a fuller understanding can be reached.