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Customer Personas

Posted: Sat Jan 18, 2025 9:45 am
by Jahangir147
The following definition from Hubspot describes the buyer persona as ‘a semi-fictional representation of your ideal customer based on market research and real data about your existing customers’.

Personas focus on the why of customer behaviour, not the what.

Personas represent the different user types and the similar attitudes and behaviours towards a site, brand or product within your targeted demographic.

Personas paint a picture of a person’s goals, their motives, their habits, their likes and dislikes, where they shop, where they spent time, what technology they use, which sites they frequent, whether they are family orientated etc. They describe the customer, they try to express the customer’s needs and wants.

Being qualitative in nature, they are described typically through vatican city email list 2713 contact leads focus groups or workshops, by talking to the customers themselves.

So you’d generally have a number of different personas, each persona describing different types of customers. It’s not uncommon to have 8-12 personas.

Communicating with customers.
Marketing teams use personas to communicate with customers. They help in understanding customer motivations and in developing a consistent way of communicating this across entire teams and stakeholders. Personas are frequently used when designing communications to customers – but only one persona should be used as the primary focus for the communications.

However, personas provide little value when it comes to targeting activity. Personas, due to their very nature, are not identifiable in customer databases. Motives and goals generally don’t make it into CRM platforms.

For this, you need work with data.

Customer Profiles.
You need data for customer profiles. They are the quantitative part of the puzzle.

Customer Profiling is mostly segmentation (with a bit more in it). Customer Profiles describe groups of customers based on known facts or data. Because of this, profiles tend to be more numeric; counts of things, percentages, z-scores, averages, standard deviations, comparatives etc.

They tend to include demographics such as genders, age ranges, locations, lifestyle attributes such as income, family size, and behavioural attributes such as what they purchased, basket size, revenue, what they interacted with, or didn’t interact with, where they came from.