Thanks for your response.

Due to lack of resources, we do not undertake this approach but your feedback has provided me with great insight on what to do next.

I particularly like the idea of pulling all the information from the various sources. This is something we really need to work on.

Many thanks and great speaking to you,

Gareth

Hi Gareth,
Good question and the answer is it depends on the type of data you are collecting. For our last project there was a lot of qualitative data and, just like assessing sentiment for online brand mentions, this is best analysed by a pair of human eyes. If you have lots of quantitative data from a variety of sources, there’s plenty of software out there which will help segment and profile your database. For example, the software we use allows us to pull in data from bookings, email, brochure requests, customer feedback and a whole range of other sources and then break the information down however we want.
I think there’s a lot of value to go through survey responses, particularly the free comments boxes and see exactly what your customers are saying.

Apologies if this is not relevant to this thread, however, I am very interested in the customer profiling part.

Great post, thanks.

G Powell