…but it’s very useful if done correctly
I was talking to a client the other day about profiling, you know, using information about your current customers and your ideal clients to tailor your marketing, as this makes them far more likely to be interested in your products and services.
However, there is some fear of profiling as cases in the news of companies getting it wrong have highlighted the consequences, both in terms of fines and damage to your brand’s good name!
The good news is that you can do this to get the best out of your marketing, but you need to play by the rules.
Let’s have a look at some of them:
- Tell people you want to use their data for profiling and set it out simply and clearly.
- Be clear about what legal basis you’re using for this. Are you going to ask them for consent, so actively seeking their agreement, or are you relying on your legitimate business interests? Whichever one you decide on, explain what this means and tell them how they can change their minds later on.
- Be careful about assumptions in your profiling. Most profiling is good for you and your customers, but there is a risk of harm to people if you make assumptions based on what you find out, for example, you could deny them access to your products.
So, profiling can help you understand your customers and prospects and grow your business, but only if done responsibly. Remember, always have your customers in mind – is this in their interests as well as yours?
Yours,
Janine
PS. Profiling can sometimes feel creepy, like someone’s spying on you, and it’s got a bad rep for that reason. But you needn’t worry, as done the right way, profiling can be pretty helpful to find those people who want what you sell.