Abstract: A profiling system provides customized, relevant, and targeted experience to customers of its clients throughout various touch points in an online marketplace. The profiling system utilizes gathered data on customers such as online marketplace behavior, subscriber information, usage, and the like to determine relevant segments for the customers. The segments are created and modified based on default and/or client defined rules. Intersections of these elements are used to classify subscribers of the marketplace into the segments on a periodic basis. Customized content such as tailored advertisements, engagement messages, customer relations communication, etc., are then provided to the subscribers based on the segments.