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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-32594" class="et_pb_post post-32594 lesson type-lesson status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-audience-segmentation article-function-conversion-optimization article-function-marketing article-type-thought-leadership course-personalization-and-targeting"><div class="lesson-content-sidebar"><div class="lesson-content-sidebar-inner" style="background-color: #dbcdeb"><div class="lesson-content-sidebar-header"><h4>Personalization & Targeting Course</h4></div><style>@media only screen and (max-width: 1199px) {
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}</style><div class="lesson-content-sidebar-list"><ol><li class=""> <a href="https://www.dynamicyield.com/lesson/web-personalization/">Introduction to website personalization</a> <span class="mark-as-read" data-id="105"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/opportunity-cost-personalization/">The opportunity cost associated with personalization</a> <span class="mark-as-read" data-id="96260"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/roles-of-a-personalization-and-optimization-team/">The Roles & Structure of an Agile Personalization & Optimization Team</a> <span class="mark-as-read" data-id="8302"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/a-scalable-personalization-framework/">Building a personalization framework designed to scale</a> <span 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href="https://www.dynamicyield.com/lesson/personalization-pioneers-fjallraven/">Full-scale personalization: A Fjällräven case study</a> <span class="mark-as-read" data-id="19397"></span> <span class="article-read-mark">Already read</span></li></ol><div class="view-all-courses-wrap"> <a href="https://www.dynamicyield.com/learning-paths/" class="view-all-courses">Discover more courses<svg xmlns="http://www.w3.org/2000/svg" width="10.928" height="9.501" viewBox="0 0 10.928 9.501" style=" "><path d="M10.929,4.753a.859.859,0,0,0-.19-.491L6.938.224A.835.835,0,0,0,5.892.16.736.736,0,0,0,5.9,1.2L8.577,4.041H.746a.733.733,0,0,0-.734.586.711.711,0,0,0,.7.84H8.577L5.9,8.3a.784.784,0,0,0-.008,1.038.8.8,0,0,0,1.037-.063l3.8-4.039a.652.652,0,0,0,.2-.483Z" transform="translate(-0.001 -0.003)"/></svg></a></div></div></div></div><div class="article-content"><div class="lesson-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/learning-paths/" title="Learning Paths">Learning Paths</a> <a href="https://www.dynamicyield.com/course/personalization-and-targeting/">Personalization & Targeting</a></div><h1 class="article-title">Turning Personas into Data-Driven Profiles for Segmentation</h1><h2 class="article-excerpt">In order to create real value, personas must go beyond mere generalizations, stitching together different data sets for a more grounded understanding of each customer group.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg" alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here’s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Personas often lack the data to be truly useful, relying on assumptions instead. Marketers should leverage a variety of data sources, including CRM, site behavior, and 3rd party data, to build rich and accurate customer profiles.</li><li style="margin: 10px 0;">By combining data from multiple sources, marketers can create comprehensive customer profiles that enable more targeted personalization through segmentation.</li><li style="margin: 10px 0;">Leveraging machine learning, marketers can personalize the customer experience on an individual level, offering a unique and relevant journey for each.</li></ul></div><p></p><style>.side-table td:not(:first-child) {
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}</style><p>Personas have been a helpful tool for supporting user experience design for some time, allowing brands to identify the needs, goals, and problems of a target group in order to better meet their individual needs along the customer journey.</p><p>Often though, these fictional characters meant to represent different segments of users within a customer base <a href="https://www.dynamicyield.com/blog/modern-buyer-persona-impacts-personalization/">are simply too abstract</a>, lacking the rich information necessary for teams to truly adopt or drive any real meaning from them. Left untouched, personas become a fading reference point within the org, never fully influencing the decision-making process.</p><p>In order to create real value, personas must go beyond mere generalizations, stitching together different data sets for a more grounded understanding of each customer group. Only then can they be effectively used for aligning on and powering the delivery of truly personalized experiences.</p><h2>The Problem with Traditional Personas</h2><p>Largely derived from preconceived notions of who we think our customers might be based on our own personal contexts, typically, personas end up looking a bit like this…</p><div class="personas-section" style="margin: 0 0 20px 0; width: 100%; max-width: 717px;"><div class="col-4"><div class="personas-item"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/06/DY_TraditionalPersona_Blog_LineUp_Daniel.png" alt="" width="142" height="142" class="alignnone size-full wp-image-32741" /></p><div class="personas-info"><div class="personas-name">Daniel</div><div><strong>Age: </strong>20</div><div><strong>Occupation: </strong>Student</div><div><strong>Residence: </strong>New York</div></div></div></div><div class="col-4"><div class="personas-item"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/06/DY_TraditionalPersona_Blog_LineUp_Samantha.png" alt="" width="142" height="142" class="alignnone size-full wp-image-32743" /></p><div class="personas-info"><div class="personas-name">Samantha</div><div><strong>Age: </strong>55</div><div><strong>Occupation: </strong>Retired</div><div><strong>Residence: </strong>Ohio</div><div><strong>User Profile: </strong>Retired buying for her grandson</div></div></div></div><div class="col-4"><div class="personas-item"> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/06/DY_TraditionalPersona_Blog_LineUp_Brian.png" alt="" width="142" height="142" class="alignnone size-full wp-image-32740" /></p><div class="personas-info"><div class="personas-name">Brian</div><div><strong>Age: </strong>30</div><div><strong>Occupation: </strong>Consultant</div><div><strong>Residence: </strong>Toronto</div><div><strong>User Profile: </strong>World Traveler</div></div></div></div><div class="col-4"><div class="personas-item"> <img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/06/DY_TraditionalPersona_Blog_LineUp_Jane.png" alt="" width="142" height="142" class="alignnone size-full wp-image-32742" /></p><div class="personas-info"><div class="personas-name">Jane</div><div><strong>Age: </strong>27</div><div><strong>Occupation: </strong>Lawyer</div><div><strong>Residence: </strong>San Francisco</div><div><strong>User Profile: </strong>Single, high achiever</div></div></div></div></div><p>While it might look nice and attempt to humanize outreach, these oversimplifications provide very little insight into what kind of experience a business should deliver to each one of these individuals aside from some very general demographic information.</p><p>What actually makes users different from one another has a lot more to do with just age, gender, and geo, incorporating device specific information, behavior, and interests.</p><p>Let’s get a little more granular with Daniel, diving into his background, potential preferences, time on site, and what the most ideal experience for him to receive might be:</p><table class="side-table" style="margin-top: 0px !important; margin-bottom: 30px !important;"><tbody><tr><td><p><strong>Daniel</strong></p></td><td><p><strong>Characteristics Background:</strong><br />Daniel just recently moved to New York to study design. He’s still getting used to an urban lifestyle. Trying to establish his own style, he’s always looking to be different from the average. Daniel likes all things digital. His smartphone is his best friend.</p></td></tr><tr><td><p><strong>Age</strong>: 20</p></td><td><p><strong>Shopping preferences and behavior:</strong><br />Daniel is visiting your shop to look for clothes and accessories. He came there because a friend recommended your shop to him for some exclusive styles.</p></td></tr><tr><td><p><strong>Occupation:</strong></p><p>Student</p></td><td><p><strong>Possible bounce / exit reasons:</strong><br />Daniel wants to find things that are unique, or at least eccentric, yet he’s running on a tight budget. He usually browses the site without finding what he’s looking for and ends up leaving because he’s distracted with something else.</p></td></tr><tr><td><p><strong>Residence</strong>:</p><p>New York</p></td><td><p><strong>What would be the ideal end to end experience for this user?</strong><br />Daniel usually has a short attention span when visiting their site. He wants quick access to unique styles and things that differ from average while meeting his budget. Narrowing down selection to meet his preferences and offering a seamless mobile experience for him are key to making him happy.</p></td></tr></tbody></table><p>Consider this the hypothesis portion of your persona building. Not concrete truth, it’s an exercise in fleshing out specific audience theories for validation later on while analyzing the impact of an audience on <a href="https://www.dynamicyield.com/glossary/conversion/">conversions</a> and revenue.</p><h2>From Basic Persona to Rich Profile</h2><p>Even with the context above, it’s still too difficult to create an audience for the purpose of delivering unique experiences. While it forces a brand to put itself in the user’s shoes, it lacks truth and is grounded entirely upon imagination. This is when data must come in to play, defining the persona and his or her actual attributes.</p><p>Using the following scale, information can be tapped at varying degrees of accuracy for a more holistic profile or picture of an individual — the more data sources, the better.</p><p>The options to create accurate and interesting audiences are endless, and any combination between sources can lead to a meaningful segment.</p><p>Here’s an official breakdown of each data source ranked by accuracy and size:</p><div class="mobile-scroll-table" style="overflow-x:scroll"><table class="mobile-table" style="margin-top: 0px !important; margin-bottom: 30px !important;"><tbody><thead><tr><td><p><strong>Info</strong></p></td><td><p><strong>3rd Party Data</strong></p></td><td><p><strong>Algorithms</strong></p></td><td><p><strong>Site Behavior</strong></p></td><td><p><strong>CRM Data</strong></p></td></tr></thead><tr><td data-column="Info"><p>Accuracy</p></td><td data-column="3rd Party Data"><p>Low</p></td><td data-column="Algorithms"><p>High</p></td><td data-column="Site Behavior"><p>Medium</p></td><td data-column="CRM Data"><p>High</p></td></tr><tr><td data-column="Info"><p>% of Site Traffic with this Data</p></td><td data-column="3rd Party Data"><p>~75%</p></td><td data-column="Algorithms"><p>~30%</p></td><td data-column="Site Behavior"><p>~60%</p></td><td data-column="CRM Data"><p>~15%</p></td></tr><tr><td data-column="Info"><p>User Type</p></td><td data-column="3rd Party Data"><p>New</p></td><td data-column="Algorithms"><p>Anonymous Returning</p></td><td data-column="Site Behavior"><p>Anonymous</p></td><td data-column="CRM Data"><p>Loyal</p></td></tr></tbody></table></div><p>Ideally, a balanced combination of each data source will produce maximum relevance in proportion to its size and accuracy.</p><p>From there, a persona’s character can be truly defined for use as a segment. Based on Daniel’s original description, we can confirm the following information about him:</p><table style="margin-top: 0 !important; margin-bottom: 30px !important;"><tbody><tr><td><p><strong>Character Definition</strong></p></td><td><p><strong>How to Capture</strong></p></td></tr><tr><td><p>New York</p></td><td><p>Geo</p></td></tr><tr><td><p>Gender</p></td><td><p>3rd Party</p></td></tr><tr><td><p>Student – Design at Parsons</p></td><td><p>CRM</p></td></tr><tr><td><p>Interested in Music</p></td><td><p>3rd Party</p></td></tr><tr><td><p>Urban lifestyle</p></td><td><p>Geo</p></td></tr><tr><td><p>Social and digital</p></td><td><p>Traffic source social media (Pinterest)</p></td></tr><tr><td><p>Uses Smartphone</p></td><td><p>Device Category</p></td></tr><tr><td><p>Clothes and accessories</p></td><td><p>Behavior</p></td></tr><tr><td><p>Cost / benefit shopper</p></td><td><p>3rd Party</p></td></tr><tr><td><p>Tight budget</p></td><td><p>Visits low cost</p></td></tr><tr><td><p>Distracted – 18-24, heavy browser</p></td><td><p>CRM</p></td></tr></tbody></table><p>With a complete profile, each persona created becomes the center of an experiences’ design, allowing brands to more effectively navigate what touchpoints to influence, when, and how. Based on real information and not just pure assumption, these data-driven personas or <a href="https://www.dynamicyield.com/glossary/macro-segmentation/">macro segments</a> provide a stable jumping off point for potential experiences along a <a href="https://www.dynamicyield.com/article/personalization-guide/">personalization</a> testing roadmap.</p><h2>Macro to Micro Segmentation</h2><p>Upon tailoring experiences for these larger subgroups of visitors, smaller audience groups will emerge, providing additional opportunities for experience creation, optimization, and revenue generation. And while moving from a macro approach based on the persona work above to <a href="https://www.dynamicyield.com/glossary/micro-segmentation/">micro segmentation</a> requires a lot more time, effort and resources, the output of doing so is even higher-yielding results.</p><p>By analyzing and observing trends within the data, brands can identify and define smaller, finely-tuned customers segments who are contributing the most value, a huge steps towards achieving revenue growth. Now, with a great deal of information about their buyer profiles, online behavior, and intent, targeting these users becomes much easier. The hard part is then customizing messages and content for each small segment, and thinking carefully about how to optimize the user-experience and flow being created.</p><p>However, with the right tool, this process can be made simpler. Using <a href="https://www.dynamicyield.com/blog/introducing-predictive-targeting/">Predictive Targeting</a>, brands can lean on machine learning to analyze the performance of an experience and it’s collective variations or treatments across different audience segments in real time to identify the best possible one for each individual audience, large or small. Able to deploy with confidence, brands can begin executing on a truly individualized approach — and it all started with a few basic personas. </p><p><em>This post was co-written by David Ochman. </em></p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong> <a href="https://www.dynamicyield.com/course/personalization-and-targeting/">Personalization & Targeting</a></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/audience-segmentation/">Audience Segmentation</a></div><div class="article-pagination"><h5>Continue reading</h5><div class="article-pagination-row lc-flex"> <a rel="next" style="background-color: #dbcdeb" class="article-next-link pagination-link" href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/" title="One-to-one targeting with affinity-based personalization">One-to-one targeting with affinity-based personalization</a><a rel="prev" style="background-color: #dbcdeb" class="article-previous-link pagination-link" href="https://www.dynamicyield.com/lesson/targeting-high-value-customers/" title="Identifying your most valuable customer segments">Identifying your most valuable customer segments</a></div></div></div></div></div></article></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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if(dy_search_params.has('utm_source')) {
localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
}
if(dy_search_params.has('utm_medium')) {
localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
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localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
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localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
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if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
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var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
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var ls_key = Object.keys(dy_utms)[i],
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form_key = dy_utms[ls_key],
form_field;
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form_field.value = ls_value;
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// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
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var dy_utms_cookie = {};
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window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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