The Unicist Customer Profiles allow focusing on specific segments of a market and expanding through their influence on adjacent groups of potential customers.

These profiles are built based on the unicist conceptual segmentation models that allow influencing buying decisions using commercial, semantic, and semiotic objects. The objective of using the unicist profiling technology and the use of marketing objects is to increase sales.

The Definition of Customer Profiles

The unicist logical approach to marketing allowed developing a profiling technology that begins with the hard characteristics of a segment, integrating the functional, psychological, conceptual and lifestyle segmentations to define the customer profile that allows dealing with a segment based on predictors and observable characteristics.

The Unicist Conceptual Marketing Technology for B2C markets requires the definition of the different segments that integrate a market.

It has to be considered that each segment needs to be managed as an “independent” universe in terms of marketing, although it is interdependent of other segments.

This implies:

1. Having the functional concepts that are defined by the operational attributes of the product/service.
2. Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.
3. Having the essential attributes of the product/services that define the concept of the value proposition.
4. Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.

Customer Profiles

The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continues with the expansion based on the adjacency of segments.

This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual needs of the participants of a market.

The Unicist Big Data Analysis

The Unicist Big Data Analysis uses all the tools that are available to build profiles to manage markets.

These technologies are based on the use of the operational concepts that are defined by the unicist segmentation. This allows using segmented marketing and objects to expand markets.

Unicist segmentation is the natural complement for Big Data Analytics. It significantly increases the reliability of the commercial results by managing each segment as a universe in itself.

The unicist approach to big data analysis is basically focused on predictions of market behavior using predictors that have been confirmed developing destructive and non-destructive tests.

The utility of using big data is:

1. To confirm the validity of hypotheses.
2. To dimension segments and markets.

This approach uses the specific conceptual segmentation of a market that is being researched, it defines the predictors that allow measuring the fundamentals that integrate the concepts and uses the necessary mathematical algorithms to make the necessary predictions.

The accuracy gained with the integration of a conceptual approach and the use of big data leads to more confident decision making.

The Unicist Research Institute