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Google Analytics Personas Segment Analytics Use of Personas

Personas with Segment Analytics (Part 2)

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
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Note: For a complete overview of Google Analytics persona creation methods, see Persona Creation Using Google Analytics: Summary of Methods

Example of an APG Persona
Example of an APG Persona – from numbers to persona in a matter of hours! Or less!

To continue with our discussion from Personas with Segment Analytics (Part 1), to perform a persona inspired segmentation using your web analytics tool (here we are using Google Analytics for our platform as an example), these are some details about your customers you would need to gather which will be later used to create personas:

  1. Age and Gender: You can see the breakdown of your audience by their ages if you navigate to Audience>Demographics>Overview

We will use the age group with largest demographics to make our 1st persona. For more information about this group. We shall find affinities of this user group.

  1. Affinity: For this we will expand Age >  Secondary Dimension, Within Secondary dimension, type “Affinity”.

Now you can see the categories associated to your 1st personas age group and gender. Google Analytics uses different types of factors such as browsing history, time on page, and then associates this with a ready-made user profile (i.e. ‘shoppers’, ‘technophiles’, ‘foodies’, ‘music lovers’). Note down a few of the top affinities.

  1. In-Market: This helps us to know what kind of products your audience actively compares and researches. For this, within Secondary dimension, type “In-Market Segment”.

Note Down a few of the top products.

Location: If you navigate to Audience>Geo>Location. You can find out the countries your 1st person likely belongs to.

 Device Used: By clicking Audience>Mobile>Devices, you can see exactly which brand of mobile they’re using and even what service provider or operating system they prefer.

Categories
Personas Segment Analytics Use of Personas

Personas with Segment Analytics (Part 1)

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
——–

Web analytics is the collecting and analysis of data for optimizing an online process.

Segmentation. or segment analytics, is an approach of dividing customers into groups based on different characteristics. The resulting segments are composed of consumers who will respond similarly to marketing strategies and who share traits, such as similar interests, needs, or locations. During the remarketing, for instance, you can target specific customers with the help of these segments.

For example, your total website traffic can be segmented as:

  • customers who purchased your products,
  • customers who only visited your website,
  • customers who bounced from your homepage.
Using segment analytics, you can create meaningful and accurate personas representing each of these customer segments.
Using segment analytics, you can create meaningful and accurate personas representing each of these customer segments.

Using segment analytics, you can create meaningful and accurate personas representing each of these customer segments.

We discuss using personas with segment analytics here, and a later blog post, Personas with Segment Analytics (Part 2),  we will discuss how to create personas using Google Analytics segmenting feature.

First, let’s refresh our memory on personas.

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Persona Creation Persona Design Persona Development Personas

How to Create Personas – In Less Than 100 Words

1) Define target market by industry (x), country (y), and size

2) Find out the job titles (z) in these companies that make decisions about buying

3) For each of the x * y * z = n segments, locate 5-10 people to interview

4) Conduct the interviews

5) Analyze the interviews for key pain points, needs, willingness to buy

6) Based on patterns, reduce the number. For example, 12 segments can become 3 personas.

7) Give your personas name and picture. Write descriptions that include pain points, needs, and willingness to buy. Add direct quotes to support. Done.

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Data-Driven Personas Persona Analytics Persona Creation Persona System Personas

APG: A Data-Intensive Persona System

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

Here is an example of an APG persona.

Here is an example of an APG persona.
Here is an example of an APG persona.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

So, APG is an exceptionally data-intensive system!

How data-intensive?

Here is APG by the numbers! (as of 18 May 2020)

The APG system has more than:

  • 1.5K images for personas, copyrights purchased or common use license and meta tagged with gender-age-nationality
  • 1M unique names for personas, meta tagged with name-age-nationality
  • 178,340 personas generated for current clients over a more than three year period
  • 17,465 persona sets (different number of personas, different type of personas (for the month (country), for the month (region), lifetime (country), lifetime (region))
  • 621 generations of persona sets

The APG system has identified more than: 8M customer segment sizes (i.e., customer segments represented by personas)

The APG system leverages more than:

  • 599K pieces of contents from multiple data sources (currently YouTube, Facebook, Twitter, Instagram, and Google Analytics)
  • 28M content comments from multiple data sources (currently  YouTube, Facebook, Twitter, and Instagram)

The APG system, for user engagement measures, leverages more than:

  • 205M likes from Instagram
  • 28M comments from multiple data sources (YouTube, Facebook, Twitter, and Instagram)

The APG system, for appropriate name generation and meta-tagging, leverages more than: 5M publicly available online profiles.

Data-intensive! Data-driven personas!

Read more

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.  https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

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Data-Driven Personas Persona System Personas

APG for persona creation

Typically, when a product is undergoing its design/redesign stages. The people involved in the designing stage can benefit if they can know what’s in the mind of their targeted customers, such as: Who are they? Where are they from? What are they looking for? What are their goals?

This situation is where personas come in handy!

APG can create personas for every user segment
APG can create personas for every user segment

Since personas are imaginary people that represent the user, audience, or customers of a market segment, stakeholders can quickly make informed decisions catering to the user’s needs and design a more user-centric product.

However, the creation of personas can be a time taking manual process requiring much patience and dedication,  from collecting data to use, analyzing the data to identify different behavioral patterns, figuring out what type of information should be presented in a persona profile, and the appropriate template required to display a persona profile.

This is how the APG system comes into the picture, as an automated creation tool for creating personas!

APG – Automated Persona Generation!

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Marketing Personas Persona Analytics Personas

How can I use a persona for customer segmentation?

Personas are human like descriptions of customer segments. Just like customer segments, you can use the persona technique to divide your overall market into smaller subset that you can then examine individually.

In practice, the best way of using personas for customer segmentation is to apply a technique of data-driven persona creation, such as automatic persona generation. Using this approach, you can create an arbitrary number of personas from your source data; e.g., 5, 10, 50, or 100 personas.

If you are interested in learning more, just contact the persona team!

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.  https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

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Data-Driven Personas Persona Analytics Personas

How are personas and market segments different?

Personas and market segments are highly similar in the sense that they both are based on real data about the customers. However, the main difference is that personas individualize that data in a representation that has a name, face, and human attributes. In conclusion:

Personas = human like representations of customer groups
Market segments = nameless, faceless descriptions of customer groups

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.  https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml