Profile
A comprehensive record for each contact containing all known information and activity history.
A comprehensive record for each contact containing all known information and activity history.
Why It Matters
Profiles are the foundation of personalization. A rich profile enables targeting by purchase history, browse behavior, engagement level, preferences, and predicted lifetime value. The more profile data you collect and unify, the more relevant your messaging becomes.
Practical Example
Scenario
A pet food brand's profile includes: pet type, pet age, previous purchases, browse history, email engagement, predicted reorder date, and preferred product size.
Calculation
Each data point enables more personalized messagingResult
They send dog owners dog content, predict when food will run out, and recommend size-appropriate products—resulting in 45% higher click rates than generic emails.
Pro Tips
- 1Collect preference data progressively—ask one question at a time, not long surveys
- 2Sync purchase data from your ecommerce platform to enrich profiles automatically
- 3Use browse behavior for targeting—someone viewing a product 3x is highly interested
- 4Calculate and store custom profile properties like predicted LTV or purchase frequency