Know your targets thanks to the persona
Customization has become a must in marketing strategy. One of the first steps is to identify your personas in order to adapt your communication.
Customization at the core of the marketing strategy
When implementing customization actions in your marketing strategy, you must first improve your understanding of your different targets. In this case, the creation of personas can be of great interest. From a statistical point of view, typology will play an important role in this process.
What is a persona?
The main interest of the typology is that it will allow you to create personas representative of your customer groups. Indeed, in marketing, a persona is often defined as a fictitious person representing the group to which he belongs. The persona is endowed with characteristics specific to its group, whether it be socio-demographic, relational or transactional. To this we can often add qualitative data, from surveys or round tables, in order to improve our knowledge of each persona’s profile.
The typology will make it possible to synthesize the information from the different types of data available in order to group individuals according to their proximity, measured in relation to a set of criteria that they have in common. We will thus be able to define a certain number of groups of individuals with their own characteristics.
Tailor your offer to your persona
The final objective is to facilitate the understanding of the different customer profiles that constitute your file. And this in a transverse way in all the company. A good tool to allow this information to be disseminated is the creation of summary sheets presenting the main characteristics of each group. This will also allow you to identify the specific needs and expectations of each group and ultimately to build action plans and a product offer adapted to each group.
How does datacadabra support you on the subject?
Within datacadabra, the Segment module allows you, thanks to its Typology method, to build your customer typology by associating different statistical techniques allowing you to create homogeneous groups and to obtain the assignment rules allowing you to assign this typology to your entire database. The report associated with this method will provide you with a set of group characterization elements that will allow you to define your personas.
Want to know more? Do not hesitate to contact us or to ask for a demo of datacadabra.