This white paper on Profiling is the first in a three part series Profiling, Targeting & Segmentation. Taken together they lay out a three step process that should be completed by all marketers before developing a marketing campaign. In marketing, as in many other disciplines, the first question is, “where do I start?” Frequently, marketers start where their strengths lie or feel comfortable. Database marketers start with data, creative types start with the creative, etc. Frankly, that’s why so much marketing misses the mark, and does not produce the desired results. Years ago, I was watching Ron O’Brien (a twotime NCAA diving champion and coach of many of our Olympic divers including Greg Louganis) learn a new dive. After his many attempts to “hit” a 3 ½ forward somersault with 2 twists, I asked, “how do you learn a new dive?” His answer was both insightful and appropriate, and one that I’ve taken to heart – Ron said, “If I put my head in the right position, the body soon follows.” When we develop marketing campaigns, we should take Ron’s advice. But what is our head position? My advice to marketers is that profiling and targeting combined with a segmentation process is it, and if we get it right, our marketing “body” will soon follow and “hit” the mark.