In casual conversation, the word “profiling” often has a negative connotation, but in marketing, it is a driving force behind success. Building a customer profile helps you understand your customers’ attitudes, interests and preferences, and tailor your marketing to these and other factors relevant to their buying behavior...

Personalization, whether in print, e-mail or any other medium, is a powerful marketing tool. Increasingly, it has become a fundamental part of today’s marketing landscape. One of the secrets to 1:1 marketing success, however, is not to rely on personalization alone to achieve your goal.

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