Any good analysis depends on creating a customer profile with good data. For data to be good it will need to be cleansed, meaning when you look up State in your customer database table that MD is always the entry for Maryland. The collecting and cleansing of the data is the hard part or where most of the work comes into play. The information you need to collect depends on your type of business. For example, if you sell to individual consumers, you will want to know their age, gender, location, spending habits and income. If you sell to other businesses, find out what sector they are in, how big they are, how much they spend and what other suppliers they use. Once all the hard work of data collecting and cleansing is done it’s time to analyze the data.