customer segments Archives – The Persona Blog

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 – 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:

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 1^st persona. For more information about this group. We shall find affinities of this user group.

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

Now you can see the categories associated to your 1^st 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.

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 1^st 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.

Personas with Segment Analytics (Part 1)

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

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.