Customer profile
A customer profile is the data image of the purchasing behavior of an individual consumer . The transactions carried out with the customer are continuously stored in a data processing system and used for customer relationship management purposes.
use
The customer profile enables providers, for example, to individually target advertising to consumers who, based on their purchasing behavior stored in the customer profile, have a higher, higher than average probability as a buyer of the good. Through cross-selling, the customer can be offered other goods from the company's own range of services based on the stored purchase transactions; By means of the so-called up-selling, however, other, higher-value goods or accessories are offered to the purchased items.
Data acquisition
The acquisition of data for customer profiles takes place in practice z. B. by means of customer cards such as Payback , HappyDigits or credit cards as well as the tracking, storage and linking of user data on the Internet ( web tracking ), u. A. via social networks such as Facebook (“ Like ”), Twitter etc., as well as when playing electronic games (“Gaming”, see also “ Gamification ”), in addition to using data obtained from the “ Internet of Things ” can.
Advantages for the customer
The profile offers customers the advantage that they receive “personalized” advertising that relates to products and services that, based on their previous purchasing behavior, could best suit their needs and tastes.
criticism
A customer profile is, however, not without risk in terms of data protection law . An example: a customer card holder previously bought family and baby items, but now suddenly replaces them with alcohol and ready-made meals. An analysis of his buying behavior now suggests that he may have had to go through a breakup.
Customer profiles can be used to differentiate prices to the detriment of consumers.
Therefore, the creation and work with customer profiles in Germany are subject to stricter legal restrictions compared to, for example, the USA.
See also
Web links
Individual evidence
- ↑ Deutschlandfunk.de , background , February 25, 2015, Anja Reinhardt: Motivation and manipulation in everyday life
- ↑ Badische-zeitung.de , February 24, 2015, "Thomas Steiner and our agencies": What televisions and cars reveal about our data