There can’t be many industries beyond insurance where customers purchase a product in the hope of never using it. Unlike other sectors, who have the opportunity to engage with their customers and build relationships with them through regular and continued service, only rarely will those who buy insurance products experience what they really have to offer. With so many customers putting very little value in insurance, it's little wonder that price – rather than brand, reputation or service – becomes the main motivator for purchase.

Audience profiling is the process of defining exactly who your target customer is by unifying and analyzing consumer buying behaviors across multiple platforms and touchpoints.

By segmenting and profiling customers into groups that all share similar behaviors, marketing campaigns can then be built around each segment to optimize the success of the campaign and improve the targeting of personalized offers and content.