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20 Data-Driven Personas You Need To See

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We’ve created a SlideShare of 20 personas ranging from Digital Marketers, WWE Fans, Sports Dads, Fashionistas, to Lady Gaga fans all created using interest graph analysis.

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20 Data-Driven Personas You Need To See

  1. 1. 20 Data-Driven Personas You Need To See ....
  2. 2. Affinio is an advanced marketing intelligence platform that leverages the interest graph to understand today’s consumers. Behind Affinio is an advanced, incredibly powerful, and award-winning technology that mines the billions of relational network connections that exist within any given audience. Using our deep learning and custom network engine, Affinio can analyze these relationships to develop a cultural fingerprint for each user. Analyzing what people choose to follow extracts knowledge and cultural insights from your entire audience. This sheds light for the first time on who each audience segment is, what they are influenced by, what they talk about, share, and ultimately care most about. [Learn more at Affinio.com] How Affinio Analyses Work ....
  3. 3. Digital Marketers ....
  4. 4. 25-34 Years Old* 60% 40% ....Who are Digital Marketers? ] High affinity to social media influencers, thought leaders, and high-profile professionals. They spend lots of time online sharing and consuming content. Political views skew Democratic based on audience interests. Passionate about all things tech, social, and digital.
  5. 5. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Marketing 9 times morelikely Digital 9 times morelikely Tech 8 times morelikely Creative 7 times more likely Design 16times more likely ContentMarketing 48 times morelikely IOT 33 times morelikely Marketing 31 times morelikely Startup 23 times more likely Socialmedia 17 times more likely HubSpot | eMarketer | Amazon | Forrester | Starbucks Elon Musk | Richard Branson | Bill Gates | Guy Kawasaki |Marissa Mayer BuzzFeed | Mashable | Fast Company | TechCrunch | WIRED
  6. 6. Disney Fanatics ....
  7. 7. ....Who are the Disney fanatics? 25-34 Years Old* 67% 33% ] High propensity to follow Comedians and Actors. 8x more likely to self- describe with “Mom.” 3x more likely to follow people in the Travel/Food Twitter Category. Excessively passionate about all things Disney.
  8. 8. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Vacation 27 times morelikely Parks 15 times more likely Wife 9 times morelikely Mom 8 times morelikely Travel 8 times more likely WDW 30 times morelikely DisneyWorld 25 times more likely WaltDisneyWorld 20 times more likely Rogueone 12 times more likely Moana 9 times morelikely Disney Cruise Line | Disney Store | Starbucks Coffee | Southwest Airlines | Disney Baby Ellen DeGeneres | Neil Patrick Harris | Jimmy Fallon | Tom Hanks | J.K. Rowling Disney | Walt Disney Company | Disney Careers | Marvel Entertainment | Disney Channel PR
  9. 9. WWE Fans ....
  10. 10. ....Who are the WWE fanatics? 25-34 Years Old* 71% 29% ] Their top content shared, domains, and likes are all centered around WWE. High affinity to fast food brands and gaming technology. High concentration of fans who self-describe as living in the USA, UK, and “Parts unknown.” High affinity to retired professional wrestlers.
  11. 11. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Wrestler 16 times morelikely Pro 12 times morelikely Wrestling 11 times more likely Huge 6 times morelikely WWE 5 times morelikely NXT 16 times morelikely Luchaunderground 15 times more likely WWENXT 11 times morelikely WWEHOF 10 times more likely WWEDivas 5 times more likely WWE Network | WWE Shop | PlayStation | Rockstar Games | SUBWAY Jim Ross | Mick Foley | Chris Jericho | Rob Van Dam | Nattie WWE Publishing | YouTube | ESPN | Twitter | TMZ
  12. 12. Surfers ....
  13. 13. 25-34 Years Old* 70% 30% ....Who are surfers? ] Passionate about photography and travel. Most influenced by pro-surfers and surfing publications. Passionate about the environment and climate change. Excessively passionate about all things Surfing.
  14. 14. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Surf 76 times morelikely Surfing 61 times morelikely Skate 46 times more likely Surfer 34times morelikely Paddle 28 times morelikely BigWaveTour 200 times morelikely Peahichallenge 107 times morelikely Surf 62 times more likely Surfing 35 times morelikely Waves 22 times morelikely Quiksilver | Hurley | Billabong | O’Neill | Rip Curl Kelly Slater | Mick Fanning | Taj Burrow | Joel Parkinson | Julian Wilson SURFER | Surfline | SURFING Magazine | The Surfer’s Journal | World Surf League
  15. 15. Country Music Fans ....
  16. 16. 25-34 Years Old* 66% 34% ....Who are country music fans? ] High affinity to celebrity gossip and news. High concentration of country music fans living in the Southern USA. High affinity to country stars and music publications. Passionate about country music, live events, and awards shows.
  17. 17. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Bryan 16 times more likely Luke 12 times morelikely Carrie 10 times morelikely Underwood 9 times morelikely Nashville 9 times more likely TheWeightOfTheseWings 15 times more likely Opry 12 times morelikely CMTAOTY 9 times morelikely TheStorytellerTour 7 times morelikely CountryMusic 8 times morelikely Country Outfitter | Ticketmaster | Cabela’s | Starbucks | Duck Commander Dierks Bentley | Thomas Rhett | Carrie Underwood | Keith Urban | Luke Bryan Nash Country Daily | MusicRow Magazine | The Big 98 | Billboard | People Magazine
  18. 18. Fashion Lovers ....
  19. 19. 25-34 Years Old* 89% 11% ....Who are fashion lovers? ] High affinity to celebrity gossip, rumors and behind the scenes content. High affinity to fashion brands, designers, and fashion media outlets. High concentration of Fashion fans living on the far east and west coasts. Excessively passionate about design.
  20. 20. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Jewelry 28 times morelikely Style 21 times morelikely Fashion 13 times morelikely Design 7 times morelikely PR 7 times morelikely Style 20 times morelikely Fashion 15 times more likely OOTD 15 times morelikely NYC 6 times more likely TBT 2 times morelikely DVF | Bergdorf Goodman | Oscar de la Renta | Barneys New York | Michael Kors Lauren Conrad | Rachel Zoe | Whitney Port | Nicole Richie | Nina Garcia Who What Wear | InStyle | Elle | WWD | Harper’s Bazaar
  21. 21. Rap & Hip-Hop Fans ....
  22. 22. 25-34 Years Old* 54% 46% ....Who are rap & hip-hop fans? ] High concentration of fans on the east coast of the USA. 3x more likely to use the hashtag #BlackLivesMatter. High affinity to Music Publications, Streaming Services, and Media. Passionate about music and having access to the latest songs and music.
  23. 23. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Booking 11 times more likely Hop 11 times more likely Contact 7 times morelikely DJ 6 times morelikely Money 5 times more likely Hiphop 17 times morelikely Soundcloud 15 times morelikely NP 13 times more likely Hiphopawards 10 times morelikely Tupacshakur 5 times morelikely Jordan | Nike | Foot Locker | SoundCloud | Beats By Dre Meek Mill | T.I. | Fabolous | J. Cole | Kendrick Lamar XXL Magazine | BET | Hot 97 | Vibe Magazine | The Source Magazine
  24. 24. Sneakerheads ....
  25. 25. 25-34 Years Old* 71% 29% ....Who are sneakerheads? ] Passionate about rap and hip-hop music. 33x more likely to self- describe with ”sneaker.” High affinity towards basketball players. Passionate about fashion, menswear, and sneakers.
  26. 26. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Sneakers 33 times more likely Sneakers 19 times morelikely Shoes 10 times more likely RIP 9 times more likely Money 3 times morelikely KicksDealsBTS 50 times morelikely Jordan 19 times morelikely YeezyBoost 18 times morelikely Yeezy 14times morelikely Nike 9 times morelikely Footlocker | Nike | Finish Line | Jordan | Eastbay Kanye West | LeBron James | Kevin Durant | Kobe Bryant | Drake Complex | Sneaker Freaker | ESPN | Bleacher Report | XXL Magazine
  27. 27. Teen Girls Who Love Humour ....
  28. 28. 75% 25% ....Who are teen girls who love humour? ] 18-24 Years Old* Engageswith trending hashtags like #MannequinChallenge. High affinity to parody / humour accounts like “Common White Girl.” Addicted to their smart phones, including apps like Instagram and Snapchat. High affinity to celebrity gossip, rumors and behind the scenes content.
  29. 29. ....What are they passionate about? Top Brands Top Media Outlets Top Bio Keywords Top Hashtags SC 5 times morelikely ❤ ️ 4times morelikely Live 3 times more likely Smile 3 times morelikely Fun 3 times morelikely MannequinChallenge 11 times more likely RIPVine 9 times morelikely VineHallOfFame 7 times more likely Halloween 2 times morelikely AMAs 2 times morelikely Starbucks | Victoria’s Secret | McDonald’s | Forever21 | Victoria’s Secret PINK Typical Girl | Common White Girl | Relationships | Sarcasm | B**** Problems Instagram | MTV | YouTube | Twitter | E News! Top Interests (Parody Accounts)
  30. 30. EDM Fans ....
  31. 31. 25-34 Years Old* 65% 35% ....Who are EDM fans? ] High affinity to DJs, music publications, and underground musicians. 76x more likely to self- describe with ”techno.” Passionate about sharing the latest songs and content on their favourite musicians. Passionate about EDM, Techno, and House Music.
  32. 32. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Techno 76 times morelikely EDM 61 times morelikely DJ 19 times more likely Bass 17 times morelikely House 11 times morelikely Techno 43 times morelikely Housemusic 28 times morelikely House 26 times more likely EDM 23 times morelikely SoundCloud 7 times morelikely Beatport | Insomniac Events } SoundCloud | Ableton | Native Instruments Diplo | Dillon Francis | United Hairline | FLOSSTRADAMUS | Deadmau5 Mixmag | DJ Mag | The Fader | BBC Radio 1 |Rolling Stone
  33. 33. Gamers ....
  34. 34. 25-34 Years Old* 52.5% 47.5% ....Who are gamers? ] 26x more likely to describe as a “Gamer.” Loves streaming content from YouTube and following gamer accounts. High affinity to follow action stars and comedians. Loves to stay up to date on the latest gaming news, releases, and stats.
  35. 35. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Gaming 26 times morelikely Gamer 24 times more likely Games 19 times morelikely Game 11 times morelikely YouTube 8 times morelikely Overwatch 52 times more likely PS4Share 32 times more likely GearsofWar4 21 times morelikely NationalVideoGamesDay 13 times more likely Batman 10 times morelikely PlayStation | Rockstar Games | Xbox | Ubisoft | Steam Neil deGrasse Tyson | Bill Nye | Robert Downey Jr. | Stan Lee | Seth MacFarlane IGN | Game Informer | Twitch | Vice News | GameSpot
  36. 36. Runners ....
  37. 37. 25-34 Years Old* 64% 36% ....Who are runners? ] Passionate about living a healthy lifestyle. Loves to stay up to date on the latest running news, tips, and gear. Highly influenced by Olympic athletes. Passionate about the outdoors, running, and cycling.
  38. 38. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Endurance 70 times morelikely Ultra 63 times morelikely Trail 19 times more likely Triathlete 24 times morelikely Running 18 times morelikely TNF50 349 times morelikely Triathlon 50 times morelikely Trailrunning 37 times morelikely Runchat 34times morelikely Running 22 times morelikely The North Face | Salomon Running | Brooks Running | REI | Arc’teryx Scott Jurek | Ryan Hall | Meb Keflezighi | Ksra Goucher | Shalane Flanagan Outside Magazine | Runner’s World | Bicycling Magazine | Velo News | Triathlete Magazine
  39. 39. Beauty Fans ....
  40. 40. 25-34 Years Old* 92% 8% ....Who are beauty fans? ] High affinity to celebrity gossip, rumors and behind the scenes content. High affinity to fashion brands, designers, and fashion media outlets. These girls will spend hours watching and sharing beauty tutorials and articles. Passionate about the beauty and fashion industry.
  41. 41. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Makeup 26 times morelikely Beauty 11 times morelikely Artist 6 times more likely Blogger 5 times morelikely Lifestyle 5 times morelikely Mua 40 times morelikely Makeup 19 times more likely Beauty 8 times morelikely Ad 4 times morelikely Tbt 1 times morelikely Sephora | Urban Decay | NYX | Benefit Cosmetics | Ulta Beauty Jaclyn Hill | Nicole Guerriero | Kandee Johnson | Marlena | Carli Bybel E News! | Glamour | InStyle | Allure | Cosmopolitan
  42. 42. Tech Executives ....
  43. 43. 35-44 Years Old* 71% 29% ....Who are tech executives? ] Values family life and self-describes with terms like “Dad,” “Husband,” and “Family.” They will spend hours reading up on news, politics, and markets. Entrepreneurial. Passionate about building successful businesses. High concentration of Executives living in San Francisco and New York City.
  44. 44. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Technology 4 times morelikely investor 4 times more likely Founder 4times morelikely CEO 4 times morelikely Dad 3 times morelikely Tech 6 times morelikely Leadership 6 times more likely Social Media 5 times more likely Business 4 times morelikely Quote 3 times morelikely Goldman Sachs | BlackRock | SpaceX | Morgan Stanley | The Boeing Company Donald Trump | Richard Branson | Elon Musk } John Legere | Bill Gates Wall Street Journal | Bloomberg | Forbes | Inc. | The Associated Press
  45. 45. Film Fanatics ....
  46. 46. 25-34 Years Old* 62% 38% ....Who are film fanatics? ] Online conversations are dominated with trending movie hashtags, TV shows, and movie events. High affinity to gaming platforms. High affinity to film stars, film studios, and celebrity news publications. Passionate about movies, filmmaking, and television.
  47. 47. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Cinema 18 times more likely Star 7 times morelikely Films 6 times more likely Movie 7 times morelikely Movies 6 times morelikely Kongskullisland 21 times morelikely TheFlash 14times morelikely Supergirl 15 times more likely WonderWoman 12 times more likely lalaland 8 times morelikely Netflix | PlayStation | Rockstar Games | Ubisoft | Xbox Chris Evans | Robert Downey Jr. | Ben Affleck | Chris Pratt | Chris Hemsworth Marvel | The Hollywood Reporter | HBO | Empire Magazine | Entertainment Weekly
  48. 48. Sports Dads ....
  49. 49. 85% 15% ....Who are sports dads? ] 35-44 Years Old* They share content from domains such as Sports Illustrated, The Bleacher Report, and Barstool Sports. High affinity to professional athletes and sporting organizations. Loves all things sports. Values family life and self-describes with terms like “Dad,” and “Husband.”
  50. 50. ....What are they passionate about? Top Celebrities Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Golf 9 times more likely Sports 7 times morelikely Baseball 5 times more likely Husband 4 times more likely Father 4 times morelikely Football 5 times more likely Game 3 times more likely Year 2 times morelikely Play 2 times morelikely 😂 2times morelikely Nike | Jordan | Foot Locker | PlayStation | EA Sports Richard Sherman | Russell Wilson | Kevin Durant | Adrian Peterson | LeBron James NFL Network | ESPN | Bleacher Report | Fox Sports | NBC Sports
  51. 51. Lady Gaga Fans ....
  52. 52. ....Who are the Lady Gaga fanatics? 25-34 Years Old* 50% 50% ] High affinity to pop music stars. Love all things Lady Gaga and are most influenced by her fan accounts. High propensity to follow high-end fashion brands. 70x more likely to describe as a Monster.
  53. 53. ....What are they passionate about? Top Interests (Fan Accounts) Top Brands Top Media Outlets Top Bio Keywords Top Hashtags #PerfectIllusion 263 times more likely @ladygaga 100 times morelikely #Joanne 71 times more likely Monster 70 times more likely Gaga 65 times more likely GagaOnXFactor 72times morelikely EMABiggestFansLadyGaga 65 times more likely JoanneAMAs 59 times morelikely ShareKindness 50 times morelikely MillionReasons 40 times more likely Haus Laboratories | Versace | Alexander McQueen | Louis Vuitton | Tom Ford @LadyGagaHooker | @LadyGagaDaily | @ColinClark1995 | @BTWFoundation | @nicagboi21 Hits FM | Billboard | V Magazine | MTV | MTV News
  54. 54. Football Fans ....
  55. 55. ....Who are the football fans? 25-34 Years Old* 70% 30% ] High affinity to football players as well as British comedians. High affinity to other sporting organizations including the NFL and the UFC. Obsessed with all things football, including players, teams, and media. High concentration of fans who self-describe as living in the United Kingdom.
  56. 56. ....What are they passionate about? Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Liverpool 29 times morelikely Arsenal 22 times morelikely Football 21 times more likely FC 14times morelikely Sport 6 times more likely TeamGB 46 times morelikely NUFC 44 times morelikely MOTD 42 times morelikely Bringonthegreat 41 times morelikely LFC 20 times morelikely Paddy Power | Amazon UK | OptaJoe | Adidas UK | Netflix UK & Ireland Gary Lineker | Jeremy Clarkson | James Cordon | Chris Kamara | John Bishop Sky Sports | BBC Sport | Sky Football | TheLADbible | BBC Breaking News Top Celebrities
  57. 57. Fashionable Yogis ....
  58. 58. ....Who are fashionable yogis? 25-34 Years Old* 83% 17% ] High affinity to yoga publication, fashion designers, high-end retailers. Passionate about the practice of yoga as well as fashion. Passionate about living a healthy lifestyle. High affinity to celebrity gossip, rumors and behind the scenes content.
  59. 59. ....What are they passionate about? Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Fashion 5 times more likely Beauty 4 times more likely Wife 3 times morelikely Mother 2 times more likely Music 2 times more likely NYFW 6 times morelikely Emmys 5 times morelikely VMAS 5 times morelikely Fashion 2 times morelikely NYC 2 times more likely Daily Cup of Yoga | YogaWorks | lululemon athletica | Whole Foods | Michael Kors Ellen DeGeneres | Oprah Winfrey | Jimmy Fallon | Anderson Cooper | Zooey Deschanel Yoga Journal | Yoga Dork | Yoga International | Huffington Post | The New York Times Top Celebrities
  60. 60. Health & Fitness Fans ....
  61. 61. ....Who are health & fitness fans? 25-34 Years Old* 79% 21% ] High affinity to celebrity trainers, doctors, and fitness competitors. 9x more likely to self- describe with “Nutrition.” Passionate about living a healthy lifestyle. Passionate about all forms of exercise including running, cycling, yoga, etc.
  62. 62. ....What are they passionate about? Top Brands Top Media Outlets Top Bio Keywords Top Hashtags Nutrition 9 times more likely Running 7 times more likely Healthy 7 times more likely Trainer 6 times more likely Fitness 6 times morelikely Runchat 35 times morelikely Running 14 times more likely Exercise 12 times morelikely Nutrition 11 times morelikely Workout 8 times more likely Lululemon athletica | Whole Foods | Brooks Running | Nike Women | TRX Jillian Michaels | Bob Harper | Dr. Mehmet Oz | Kelly Olexa | Kara Goucher Runner’s World | Shape Magazine | Women’s Health | FITNESS Magazine | SELF Magazine Top Celebrities
  63. 63. How Our Customers Use Affinio Head to Affinio.com to Request a Demo Today! ....
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