Article

Martin Wallace
Martin Wallace 18 May 2016

Data driven buyer personas – 5 essential tips to remember

I wanted to share a few standout points from our recent Morning Brief event that we ran in partnership with IIH Nordic.

The subject of the event was Data Driven Buyer Personas. Presentations from both IIH and Innometrics focused on creating and using personas based on the wealth of available customer data that constantly flows across your brand touch points.

When approaching the buyer persona concept, such an all-encompassing term initially seems to suggest ‘silver bullet’: “Yes, tell me what this buyer persona is, I need to know, I need to identify all those people who buy from me right now.” In reality, though, it is nowhere near as simple as all that.

Here are some great pointers that I took away from the event…

Align your persona development to your business goals

Sounds obvious, right? Though you might be surprised at how many brands fall down at this point. Just because data is available, doesn’t automatically make it relevant and doesn’t mean that it is sat there ready to be monetised.

Consider your brand, product and industry and determine the data that is most relevant. Not only will this result in a more targeted persona, it will also be easier to cultivate because it will align to your brand’s core values.

89% of marketing leaders expect customer experience to be their primary competitive differentiator by 2017. (Gartner)

Your brand exists for a reason. Find that reason and align your personas to it.

“Right place and right time” helps customers say “yes”

With the emergence of more and more devices, platforms and channels, multichannel marketing has taken primary focus for most marketers. From this has emerged omnichannel marketing, surrendering to the idea that, if consumers are “always on” and interacting how and when they choose, brands must reciprocate and provide a consistent experience, 24/7 across every channel.

Failure to execute an omnichannel strategy properly can mean that data ends up in the wrong place at the wrong time, thereby hampering the customer experience. Personas can help you to determine where and when you should be engaging with each customer.

Focus on what and why, not just who

It’s tempting to think that persona development stops when you have gathered enough data to build your picture, or journey, or profile. You have the “who”, but unless you have something meaningful to say and a good reason to say it, the exercise is pointless.

In fact, you could say that the “what” and the “why” are more significant. Failing to consider either of these will ensure that your persona fails to deliver value, either to your customer or your brand!

Make sure you can measure performance

Another obvious sounding one, but how do you know if your persona represents an accurate view of your customers?

In his presentation at the Morning Brief, James from IIH discussed the various metrics that you can track at each stage of the customer journey. The insights you will gain will then allow you to tweak the various stages, to optimise the overall experience for your customers.

Make your personas actionable

So you have all the data, you have worked out the most relevant customer data that you wish to leverage, and you have collected and organised it to give a single view of your customer. Now what?

Following on from the previous point, personas are great but useless if you can’t do anything with them. Whichever technologies you are using to collect data and communicate with your customers need to be able to access this picture and act on it at the right time, otherwise we’re back at point #2, above!

The various intricacies of each brand, together with customer behavioural idiosyncrasies, mean that real buyer personas – from anonymous abandoners through to high LTV repeat customers – can look very different for any given brand.

The Morning Brief marked IIH’s first briefing in its fabulous new offices in Copenhagen. It attracted industry leaders from across the city and proved to be a truly insightful and educational couple of hours.

If you would like to know about future Innometrics events, sign up here.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more