Find out who your customers are.  When you find out what type of customers you have then you are able to increase business profits.  When you categorize and determine who they are, you can then use those groups in your marketing efforts.

Demograhics, divide your customers into demographic groups.  Customers will purchase products and services based on their needs and wants of where they live, their age, gender, and level of education. Collecting this information can develop further relationships with your customers.  Divide them in segments such as Gender, Ages, Location, and Language.

Behavior is when you are able to take standard behaviors into account and data shows purchasing and usage trends. When you can track a potential customers behavior you will be more likes to develop and more effectively future customers at different stages in a sales funnel.  Using customers purchasing data history, dividing them into groups depending on what products the consumer uses, and how often the consumer uses each product.   You should also begin to track online users that engage by taking actions on various websites leaving comments or writing reviews on your company.  These individuals should be recognized and also rewarded as they tent to be returning customers. 

Data.  A great tool with a wide amount of incredible consumer data.  You should allow users to visit your website or app to verify their identities using their social media accounts.  Then you can use tracking software to obtain data based on where a user lands on your webpage, how long a user stays on a page, what pages are less visited, what items are added to their cart, and just about any information that you need.

Social Media.  Using social media you can find who your customers are, where, or possibly will be.  You may also be able to find useful reviews left in social media platforms comments.  Finding your customers you can then see their interests, hobbies, friends, education, and relationship status.   

Customer segmentation,