Most organizations struggle to keep pace with customer change. The internet has changed the way of traditional marketing and customer communication, creating more opportunities to reach customers across multiple online channels. To help seize the opportunities of the internet, this paper introduces the concept of a “True Profile” as a means to understand customer behavior, actions and preferences using analytics.

This paper discovers the business benefits and 4 key components of True Profiles: capturing customer data, analyzing customer behavior, deciphering customer intent, and turning predicted intent into marketing as a science.