BUS-G02 Using Exceptional Digital
Personas to drive Revenue
Mark Polly, Director
Perficient
© 2014 IBM Corporation
Please Note
IBM’s statements regarding its plans, directions, and intent are subject to change or w...
Agenda
• What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Co...
What are Personas?
• A persona represents a cluster of users who exhibit
similar behavioral patterns in their purchasing
d...
What are Personas?
© 2014 IBM Corporation
5
Marketing
• Demographics
• Values
• Goals
UI Design
• Behaviors
• Motivation
•...
Example Persona
© 2014 IBM Corporation
6
Kevan Lee, Buffer Blog
Example Persona
© 2014 IBM Corporation
7
• I’m a micro business
owner
• 31 Years Young
• Single (and Looking)
• Lives in San Francisco
• Business owner of 5
years,...
Five years ago Sarah decided that enough was
enough; her 9-5 job simply wasn’t satisfying her
creativity. So I quit and st...
The “I Do It All” Entrepreneur
Interior Designer
SarahJackson
Pays Bills
Makes Purchases Plans
Manages
Transfer
Why Personas?
© 2014 IBM Corporation
11
Why Personas?
• Provide the foundation for content
development and marketing efforts
• Sets the tone and style for content...
Why Personas?
• Understand user behaviors in order to make
more effective design and business decisions.
• Consumer needs ...
Personas
© 2014 IBM Corporation
14
Marketing
• Demographics
• Values
• Goals
UI Design
• Behaviors
• Motivation
• Attitudes
Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 201...
Persona Development
• Analyze your site metrics
– Who are your users? Where did they come from?, what
keywords did they us...
Analyze Site Metrics
© 2014 IBM Corporation
17
Analyze Customer Database
© 2014 IBM Corporation
18
http://www.julienrio.com/marketing/english/practical-uses-crm
Analyze Social Media
© 2014 IBM Corporation
19
Persona Development
• Identify wide demographic of target
audience(s)
• Conduct one-on-one interviews in context
using eth...
Persona Development
• Must go beyond the demographic data.
• Understand why customers behave and what
they expect
• Knowle...
Experience Maps
© 2014 IBM Corporation
22
Journey Maps
© 2014 IBM Corporation
23
Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 201...
Digital Experience Components
• Channels
• Content
• User Interface / Interaction
© 2014 IBM Corporation
25
Channels
• Personas can help tell us target the right
channels
• How many do we have to support?
• Does the audience prefe...
Personas Inform Content Development
• What content do I need to write?
• What style of writing do I use?
• What imagery sh...
UI Design
• Calls to Action
• Landing Pages
• Thank You Pages
• Page Layout
• Personalized Pages and / or Content
© 2014 I...
Personas and Personalization
• You want to display different pages to each
Persona
• Director page contains content about
...
Use Personalization with Personas
© 2014 IBM Corporation
30
Visibility Rule to Show Content
© 2014 IBM Corporation
31
English Site
© 2014 IBM Corporation
32
Spanish Site
© 2014 IBM Corporation
33
Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 201...
Marketing and Personas
• Segmentation
• Lead Nurturing and Campaigns
• Analytics
© 2014 IBM Corporation
35
Segments ≠ Persona
• Personas are intended to help you understand
the person visiting your site
– They are a composite of ...
IBM Digital Experience Profiler
© 2014 IBM Corporation
37
IBM Digital Experience Action
© 2014 IBM Corporation
38
Content selected
Should be tailored
to the persona
Digital Experience Binding
© 2014 IBM Corporation
39
Alternate Profilers or Segments
• Create segments in IBM Marketing Center or
IBM Interact
• Use CRM or Customer Database a...
Lead Nurturing and Campaigns
© 2014 IBM Corporation
41
Campaigns
© 2014 IBM Corporation
42
Lead Nurturing, Campaigns and Personas
• Personas inform about the content of the
email, promos, etc.
• Personas inform th...
Analytics
• Completes the marketing cycle
• Digital Experience Active Site Analytics
© 2014 IBM Corporation
44
IBM Digital Experience and Campaign Analytics
© 2014 IBM Corporation
45
IBM Digital Experience and Analytics
© 2014 IBM Corporation
46
Why Personas and Digital Experience?
© 2014 IBM Corporation
47
• User Experience Design and Development
• Personalization
...
© 2014 IBM Corporation
For Additional Information
 IBM Digital Experience Solutions
http://www-01.ibm.com/software/collab...
About Perficient
49
• Founded 1997
• 2600 + employees
• 2013 Revenue ~$375M
• Public, NASDAQ: PRFT
• Local Business Units ...
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Using Exceptional Digital Personas to Drive Revenue

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Presenter: Mark Polly, director, Portals, Content and Social Practice, Perficient

Mark discusses using buyer and customer personas and user stories to help ensure that messaging delivered though IBM Exceptional Digital Experience platforms not only increases site visits, but also increases sales revenue
(and ideally profit margin)

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Using Exceptional Digital Personas to Drive Revenue

  1. 1. BUS-G02 Using Exceptional Digital Personas to drive Revenue Mark Polly, Director Perficient
  2. 2. © 2014 IBM Corporation Please Note IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. 2
  3. 3. Agenda • What are Personas? • Persona Development • Digital Experience and Personas • Marketing and Personas © 2014 IBM Corporation 3
  4. 4. What are Personas? • A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. • Behaviors, attitudes, and motivations are common to a "type" regardless of age, gender, education, and other typical demographics. In fact, personas vastly span demographics. • Kevin O’Connor UX Magazine © 2014 IBM Corporation 4
  5. 5. What are Personas? © 2014 IBM Corporation 5 Marketing • Demographics • Values • Goals UI Design • Behaviors • Motivation • Attitudes
  6. 6. Example Persona © 2014 IBM Corporation 6 Kevan Lee, Buffer Blog
  7. 7. Example Persona © 2014 IBM Corporation 7
  8. 8. • I’m a micro business owner • 31 Years Young • Single (and Looking) • Lives in San Francisco • Business owner of 5 years, worked day job 5 years prior to raise the money for rent space for my business • I drive a Toyota Prius The “I Do It All” Entrepreneur Interior Designer Sarah Jackson “It’s my business and I get to call all the shots.”
  9. 9. Five years ago Sarah decided that enough was enough; her 9-5 job simply wasn’t satisfying her creativity. So I quit and started my own Interior Design firm. Initially it was a tough ride, but it got better and today I rent a quaint space in a San Francisco warehouse. I love being my own boss and thrives on making all the decisions. Now that I have a stable roster of clients and a couple of new eager assistants, I have decided to try and expand my business. However; I am blatantly aware that if I am to be a success, I need to tighten my fabulous Gucci belt and improve in three area’s. • Be better organized • Consistently manage her budget • Bill client’s on time. And since I rely heavily on multiple credit cards for my day-to-day business. (Including the interior designers favorite, a Home Depot credit card) I desperately want some sort of tool to help me manage all my accounts in one place. I’ve heard good things about Mint so I have made a mental not to check it out soon. Taking control of my business is within my grasp so the future is pastel indeed! The “I Do It All” Entrepreneur Interior Designer SarahJackson Attributes Online security concerns Budget focus Control over finances Technical optimism Detail sensitivity Key Goals • Grow Business • Maintain cash flow • Keep clients happy • Become more organized • Be more efficient Behaviors Credit card use AO use Mix personal and business Records retention Life Goals • Buy a home • Reach financial comfort Key Tasks • Juggle cash flow, bill paying and available credit • Monitor multiple card balances and credit limits • Transfer balance to other cards • Apply for credit increase • Trace how she arrived a particular balance on her card • Calculate estimates for clients • Periodically check purchasing trends • Provide reports for accountant quarterly Key Content • Quick access to current balances and credit limits • Summary of multiple cards in one place • One password and login for all cards • Transactions, payments and balance transfers updated in real time • Alters for payment due and close to credit limit • A visual indicator of current credit increase eligibility • Automatic downloading into QuickBooks • Access to old statements for historical reference • Business-relevant rewards Consideration s• She’s interested in offers that will save her time and energy • She’s scared of losing financial control • She wants to feel like a valued customer • She’s likely to phone if she can’t find it quickly online Key Content • Quick access to current balances and credit limits • Summary of multiple cards in one place • One password and login for all cards • Transactions, payments and balance transfers updated in real time • Alters for payment due and close to credit limit • A visual indicator of current credit increase eligibility • Automatic downloading into QuickBooks • Access to old statements for historical reference • Business-relevant rewards
  10. 10. The “I Do It All” Entrepreneur Interior Designer SarahJackson Pays Bills Makes Purchases Plans Manages Transfer
  11. 11. Why Personas? © 2014 IBM Corporation 11
  12. 12. Why Personas? • Provide the foundation for content development and marketing efforts • Sets the tone and style for content • Targets the topics you should be writing about • Informs you about preferred channels • Compatible with marketing customer segments
  13. 13. Why Personas? • Understand user behaviors in order to make more effective design and business decisions. • Consumer needs and desires can be more accurately identified through personas than through just demographic data © 2014 IBM Corporation 13
  14. 14. Personas © 2014 IBM Corporation 14 Marketing • Demographics • Values • Goals UI Design • Behaviors • Motivation • Attitudes
  15. 15. Agenda • Why and What are Personas? • Persona Development • Digital Experience and Personas • Marketing and Personas © 2014 IBM Corporation 15
  16. 16. Persona Development • Analyze your site metrics – Who are your users? Where did they come from?, what keywords did they use? At what are they looking? • Analyze your customer database – What patterns emerge? What demographics do you collect? • Analyze Social Media – Use Social Media listening to see who is asking questions, complaining, praising, etc. • Survey and interview audiences • Talk to sales reps, customer service too © 2014 IBM Corporation 16
  17. 17. Analyze Site Metrics © 2014 IBM Corporation 17
  18. 18. Analyze Customer Database © 2014 IBM Corporation 18 http://www.julienrio.com/marketing/english/practical-uses-crm
  19. 19. Analyze Social Media © 2014 IBM Corporation 19
  20. 20. Persona Development • Identify wide demographic of target audience(s) • Conduct one-on-one interviews in context using ethnographic research techniques • Analyze research data to look for patterns, identify extremes • Follow up research with smaller subset of candidates to validate and fill in gaps © 2014 IBM Corporation 20
  21. 21. Persona Development • Must go beyond the demographic data. • Understand why customers behave and what they expect • Knowledge about the why makes it possible to create innovative solutions, products, ad campaigns, and digital experiences (the what) that cater to customers on a personal level. © 2014 IBM Corporation 21
  22. 22. Experience Maps © 2014 IBM Corporation 22
  23. 23. Journey Maps © 2014 IBM Corporation 23
  24. 24. Agenda • Why and What are Personas? • Persona Development • Digital Experience and Personas • Marketing and Personas © 2014 IBM Corporation 24
  25. 25. Digital Experience Components • Channels • Content • User Interface / Interaction © 2014 IBM Corporation 25
  26. 26. Channels • Personas can help tell us target the right channels • How many do we have to support? • Does the audience prefer: – Web – Mobile – Social © 2014 IBM Corporation 26
  27. 27. Personas Inform Content Development • What content do I need to write? • What style of writing do I use? • What imagery should I include? • Should my content be selling or consultative? © 2014 IBM Corporation 27
  28. 28. UI Design • Calls to Action • Landing Pages • Thank You Pages • Page Layout • Personalized Pages and / or Content © 2014 IBM Corporation 28
  29. 29. Personas and Personalization • You want to display different pages to each Persona • Director page contains content about budgeting and leadership • Nursing page contains clinical information and practice training • Personalization visibility rules can be applied to pages or portlets © 2014 IBM Corporation 29
  30. 30. Use Personalization with Personas © 2014 IBM Corporation 30
  31. 31. Visibility Rule to Show Content © 2014 IBM Corporation 31
  32. 32. English Site © 2014 IBM Corporation 32
  33. 33. Spanish Site © 2014 IBM Corporation 33
  34. 34. Agenda • Why and What are Personas? • Persona Development • Digital Experience and Personas • Marketing and Personas © 2014 IBM Corporation 34
  35. 35. Marketing and Personas • Segmentation • Lead Nurturing and Campaigns • Analytics © 2014 IBM Corporation 35
  36. 36. Segments ≠ Persona • Personas are intended to help you understand the person visiting your site – They are a composite of people that do not exist • Segments are groupings based on a set of rules using known attributes © 2014 IBM Corporation 36
  37. 37. IBM Digital Experience Profiler © 2014 IBM Corporation 37
  38. 38. IBM Digital Experience Action © 2014 IBM Corporation 38 Content selected Should be tailored to the persona
  39. 39. Digital Experience Binding © 2014 IBM Corporation 39
  40. 40. Alternate Profilers or Segments • Create segments in IBM Marketing Center or IBM Interact • Use CRM or Customer Database analysis to define segments • Use a custom field in LDAP to store segment id • Use a custom personalization object to fill in segment after log-in • Use recommendation engine to determine segment based on behavior on the site © 2014 IBM Corporation 40
  41. 41. Lead Nurturing and Campaigns © 2014 IBM Corporation 41
  42. 42. Campaigns © 2014 IBM Corporation 42
  43. 43. Lead Nurturing, Campaigns and Personas • Personas inform about the content of the email, promos, etc. • Personas inform the actions © 2014 IBM Corporation 43 Sarah Jackson
  44. 44. Analytics • Completes the marketing cycle • Digital Experience Active Site Analytics © 2014 IBM Corporation 44
  45. 45. IBM Digital Experience and Campaign Analytics © 2014 IBM Corporation 45
  46. 46. IBM Digital Experience and Analytics © 2014 IBM Corporation 46
  47. 47. Why Personas and Digital Experience? © 2014 IBM Corporation 47 • User Experience Design and Development • Personalization • Content Design and Development • Content Content • Recommendations • Analytics
  48. 48. © 2014 IBM Corporation For Additional Information  IBM Digital Experience Solutions http://www-01.ibm.com/software/collaboration/digitalexperience  WebSphere Portal and IBM Web Content Manager Information Center Wiki http://www-10.lotus.com/ldd/portalwiki.nsf/  IBM Digital Experience Demonstrations: http://www.youtube.com/user/IBMXWebX  IBM Collaboration Services Business Solutions Catalog https://greenhouse.lotus.com/catalog/ 48
  49. 49. About Perficient 49 • Founded 1997 • 2600 + employees • 2013 Revenue ~$375M • Public, NASDAQ: PRFT • Local Business Units in over 20 major US Cities • Solution Integration Award 2012 • 3x Lotus Distinguished Partner • **WINNER of Best Digital Experience @ Connect 2014 • Best Portal Solution Award 2010 • Smarter Decision Award • Industry Focused & Authorized: • Healthcare, Retail & Financial Services
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