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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.

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Personas Use of Personas Value of personas

Depths of customer understanding in B2B companies

The Problem with Customer Understanding

Personas are a very powerful tool for customer understanding in B2B sales and marketing. They help understand buyers: their pain points, potential objections, information needs, and so. This information can be used to devise sales strategies and tactics, as well as create social media content that serves the buyer types in their information seeking.

However, the advanced use of personas is much rarer than one would think. Even when personas are created, they’re not actively deployed in B2B settings. There are many reasons, such as not including sales people in the persona creation process, personas being unrealistic, or not based on relevant customer insights (bad methodologies).