An introduction to persona-based segmentation using an example
The beauty of persona-based segmentation is that it provides a much easier grip on the data than almost any other method of presenting Web analytics. Marketers can really use this type of data - and you can see how it lends itself to testing.
We’ve been doing persona-based Segmentation for many years as part of two-tiered segmentation. Indeed, it was the main technique we adapted from days in credit-card marketing to the Web. Persona-based segmentations (typically built using either Cluster Analysis or Neural Nets), are designed to aggregate many separate variables into a multi-dimensional map in which visitors tend to cluster. This sounds very complicated (and mathematically it is - though fortunately other statisticians and programmers have done all the hard work building the tools), but the end result is designed to deliver a much simpler view of digital behavior to marketers. I…
Are you on first-name terms with your buyer personas?
Do your marketing strategy meetings discuss ‘Jason’s’ likely reaction to the new launch, and why ‘Sharon’ is the target for the upcoming campaign?
Experienced buyer persona users understand a buyer persona’s power to generate great insight and high confidence in marketing and business decisions; transforming a marketer’s ability to impact buyer attitudes on solutions and brands.
Buyer personas can break down barriers between sales and marketing by enabling both groups to share a good understanding of what action is required to address buyer needs.
And, insight into the buying process helps each team visualize their revenue contribution at each stage in the purchase process.
As companies learn to appreciate personas’ ability to predict buyer behaviour with uncanny accuracy, marketers can find themselves awarded a place at the strategy table thanks to their insight on key issues…
