Digital marketing is a highly-competitive environment. People demand relevancy of messaging and a good customer experience. The availability and adoption of technology means that there are a rapidly increasing number of consumers that are ‘Always On’ - and they expect brands to be the same. Grouping customers into such segments enables brands to most effectively tailor marketing to specific types of customers, across channels. Profiling and segmenting your target audience is vital to improving customer experience, loyalty and achieving a great return.