How to Build Data-Driven Personas
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Top 3 Presentation Takeaways: 1. A clear idea of what a persona is & what it isn’t 2. A real life example of how a persona is used to drive better conversion 3. Eight resources to help you create data-rich personas at home ~Originally presented at Interact Conference in Columbus, Ohio, May 2018
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How to Build Data-Driven Personas
- 1. …YOU’LL ACTUALLY USE HOW TO BUILD DATA-DRIVEN PERSONAS #goupwardtoday | @marykgarrick
- 2. 3 Nine resources to help you create data- rich personas at home 1 A clear idea of what a persona is & what it isn’t 2 A real life example of how a persona is used to drive better conversion #goupwardtoday | @marykgarrick Presentation Takeaways
- 3. PERSONA MYTH WHAT A PERSONA IS & WHAT IT ISN'T TAKEAWAY #1 #goupwardtoday | @marykgarrick
- 4. PROFILES INFORMATION SOURCES SCALE OF IMPACT AUDIENCE SEGMENTS PERSONAS MACRO QUANTITATIVE AudienceResearch QUALITATIVE MICRO QUANTITATIVE INFORM OPERATIONAL CHANGES SINGULAR PROJECT #goupwardtoday | @marykgarrick
- 5. QUALITATIVE SOURCES COMPREHENSIVE SOURCES QUANTITATIVE SOURCES #DGU18 | @marykgarrick PersonaData Input
- 6. Ideal Elements Of A Persona • A Day in the Life • Objectives / Problems • Obstacles • Orientation • Questions • Preferences • Key Words + Phrases • Moments • Engagement Scenarios + User Paths • Influencers/Relationship to Other Personas #goupwardtoday | @marykgarrick
- 7. OBJECTIVES • a.k.a. What They Want PROBLEMS • a.k.a. Why They Don’t Have It #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 8. OBSTACLES • What’s stopping them...all along the way • What micro decisions are they required to make? • People obstacles? • Political obstacles? #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 9. ORIENTATION • How long are they in their role? • How far into their career? • Personality traits? • Political influence at company? • Political leaning? Religion? Values? #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 10. QUESTIONS • What are they asking? • And when? #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 11. PREFERENCES • Where do they hang out? • Where do they get their info? • How do they like to receive communications? #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 12. KEY WORDS & PHRASES • “Solutions” vs. “Products” • Phrasing from Interviews • Onsite Search Phrasing #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 13. KEY WORDS & PHRASES • “Solutions” vs. “Products” o “UV Resistant Polymer Solutions” vs. “Plastics with UV Resistance” • Phrasing from Interviews • Onsite Search Phrasing Ideal Elements of a Persona #goupwardtoday | @marykgarrick
- 14. MOMENTS or JTBD • Like the lawn care product example • Helps fuel customer journey mapping #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 15. DAY IN THE LIFE • Write this last • Include relationship with other personas ENGAGEMENT SCENARIOS • How does it all work together? #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 16. DAY IN THE LIFE • Write this last • Include relationship with other personas ENGAGEMENT SCENARIOS • How does it all work together? #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 17. AD TARGETING CRITERIA • What elements differentiate this persona when put into practical use? • Ask a team member to go through the steps of setting up an ad for this persona & use as a litmus test #goupwardtoday | @marykgarrick Ideal Elements of a Persona
- 21. A REAL LIFE EXAMPLE OF A PERSONA THAT DELIVERS BETTER RESULTS TAKEAWAY #2 #goupwardtoday | @marykgarrick
- 22. The Content Real-World Example #goupwardtoday | @marykgarrick
- 23. The Video Real-World Example #goupwardtoday | @marykgarrick
- 24. Persona for Design Engineer Real-World Example #goupwardtoday | @marykgarrick
- 25. Real-World Example Persona for Design Engineer #goupwardtoday | @marykgarrick
- 26. BEFORE AFTER #goupwardtoday | @marykgarrick
- 27. BEFORE AFTER #goupwardtoday | @marykgarrick
- 28. BEFORE AFTER #goupwardtoday | @marykgarrick
- 29. #DGU18 | @marykgarrick VIDEO LINKEDIN A/B TEST #goupwardtoday | @marykgarrick
- 30. LINKEDIN A/B TEST TEST 1: PRE-PERSONA POST TEST 2: PERSONA-BASED POST #goupwardtoday | @marykgarrick
- 31. Test 1 3 variations of posts promoting the pre-persona video Audience 7,000+ LinkedIn members (automotive design engineers) Test 2 3 variations of posts promoting the persona-based video LINKEDIN A/B TEST Budget $1,500 #goupwardtoday | @marykgarrick
- 32. 20% higher CTR 1313% increase in social engagements 40% higher engagement rate 255 clicks 1009% more compared to top performing non- persona-based ad unit Top Post from Test 2 Out-Performs Top Post from Test 1 Pre-Persona Post vs. Persona-Based Post LINKEDIN A/B TEST RESULTS #goupwardtoday | @marykgarrick
- 33. LINKEDIN A/B TEST TEST 1: PRE-PERSONA POST TEST 2: PERSONA-BASED POST #goupwardtoday | @marykgarrick
- 34. 277 clicks 649% more clicks compared to Test 1 (37 clicks) 37% higher CTR 1362.5% more social engagements (likes, comments, shares and follows) 54% higher social engagement rate Persona-Based Test Set Wins Across The Board Compared to Pre-Persona Test Set (Test 1) #goupwardtoday | @marykgarrick
- 35. 9 HELPFUL RESOURCES TO CREATE DATA-RICH PERSONAS TAKEAWAY #3 #goupwardtoday | @marykgarrick
- 36. Interviews #1 #2 #1 5 Questions To Ask Every Prospect Or Customer 1. Give me some examples of things you’d like to accomplish [in life, in work, as a parent, as a wife/husband, for yourself], relative to our product/service? 2. What’s getting in the way of you accomplishing it? 3. What are your top news & information sources? 4. What made you realize you needed a product/service like ours? Describe the moment in as much detail as possible. 5. What factors lead you to contact us/become a customer? #goupwardtoday | @marykgarrick
- 38. Google Consumer Surveys #1 #3 #goupwardtoday | @marykgarrick
- 39. Cloud Hygiene & Affinity Data Insights for Hundreds of Subcategories: Automotive Data Demographic Data Financial Data Interest Data Political Data Email Data Intelligence #1 #4 #goupwardtoday | @marykgarrick
- 40. Email Data Intelligence #1 #4 #goupwardtoday | @marykgarrick
- 43. • Patterns of employment history • Recommendations • Following • Groups • Volunteer activity • Skills + endorsements • Number of connections LinkedIn Profile Scraping #1 #6 #goupwardtoday | @marykgarrick
- 44. Bonus Tip #goupwardtoday | @marykgarrick
- 45. https://www.facebook.com/ads/audience_insights/ #1 #7 Facebook Audience Insights #goupwardtoday | @marykgarrick
- 46. Insert Location data screenshot #1 #7 Facebook Audience Insights #goupwardtoday | @marykgarrick
- 47. Bonus Tip GEOGRAPHIC SEGMENTATION PROFILES ESRI esri.com/data/tapestry/zip-lookup Claritas segmentationsolutions.nielsen.com/mybestsegments #goupwardtoday | @marykgarrick
- 48. BONUS TIP #goupwardtoday | @marykgarrick
- 49. #1 #8 User Testing & Exit Surveys #goupwardtoday | @marykgarrick
- 50. Bonus Tip Persona Builder by Ardath Albee UpCloseandPersona.com #goupwardtoday | @marykgarrick
- 51. Bonus Tip Persona Builder by HubSpot MakeMyPersona.com #goupwardtoday | @marykgarrick
- 52. New Tools I’m Investigating Interest Data Bonus Tip #1 #goupwardtoday | @marykgarrick
- 53. DATA LAYERING Google Analytics Surveys DemographicsPro Insights Facebook Audience Insights Email Data Intelligence PERSONA DATA INPUT Persona Data Input #goupwardtoday | @marykgarrick
- 54. 3 Eight resources to help you create data- rich personas at home 2 A real life example of how a persona is used to drive better conversion Presentation Takeaways 1 A clear idea of what a persona is & what it isn’t #goupwardtoday | @marykgarrick
- 55. QUALITATIVE SOURCES • Open-Ended Surveys • User Interviews • Focus Groups • Ethnographic Research • Quora • UserTesting or Qualaroo • LinkedIn Profiles COMPREHENSIVE SOURCES • ESRI Tapestry Profiles • Mosaic Interactive Guides • Acxiom Personicx Clusters • Market Segmentation Studies • Amazon Mechanical Turk QUANTITATIVE SOURCES • Google Analytics • Facebook Analytics • Twitter Analytics • Google Consumer Surveys • Email Data Intelligence • DemographicsPro • LinkedIn Profiles Persona Data Input #goupwardtoday | @marykgarrick
- 56. D I G I T A L M A R K E T I N G C O N F E R E N C E w w w . i n t e r a c t o h i o . c o m #goupwardtoday | @marykgarrick
Editor's Notes
- Personas aren't necessary / worth it If you feel this way, you’re probably not talking about a true persona… PERSONAS AREN’T CRITICAL TO YOUR STRATEGY
- Personas aren't necessary / worth it If you feel this way, you’re probably not talking about a true persona…
- Day in the Life (write it last, include their relationship with other personas) – helps writers and designers quickly get up to speed Objectives = Things they want Problems – Why they don’t have them Obstacles = What’s stopping them…all along the way? What micro decisions are they required to make? People obstacles? Political obstacles? Orientation = How long are they in their role? How long in their career? Personality traits? Political influence at company? Political leaning? Religion? Values? Questions = What are they asking, and when are they asking it? What is their state of mind throughout the buying process? Depending on what they’re asking, you can tell where a prospect is in the buying cycle… Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Obstacles = What’s stopping them…all along the way? What micro decisions are they required to make? People obstacles? Political obstacles? Orientation = How long are they in their role? How long in their career? Personality traits? Political influence at company? Political leaning? Religion? Values? Questions = What are they asking, and when are they asking it? What is their state of mind throughout the buying process? Depending on what they’re asking, you can tell where a prospect is in the buying cycle… Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Questions = What are they asking, and when are they asking it? What is their state of mind throughout the buying process? Depending on what they’re asking, you can tell where a prospect is in the buying cycle… Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Questions = What are they asking, and when are they asking it? What is their state of mind throughout the buying process? Depending on what they’re asking, you can tell where a prospect is in the buying cycle… Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Day in the Life (write it last, include their relationship with other personas) – helps writers and designers quickly get up to speed Objectives = Things they want Problems – Why they don’t have them Obstacles = What’s stopping them…all along the way? What micro decisions are they required to make? People obstacles? Political obstacles? Orientation = How long are they in their role? How long in their career? Personality traits? Political influence at company? Political leaning? Religion? Values? Questions = What are they asking, and when are they asking it? What is their state of mind throughout the buying process? Depending on what they’re asking, you can tell where a prospect is in the buying cycle… Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Day in the Life (write it last, include their relationship with other personas) – helps writers and designers quickly get up to speed Objectives = Things they want Problems – Why they don’t have them Obstacles = What’s stopping them…all along the way? What micro decisions are they required to make? People obstacles? Political obstacles? Orientation = How long are they in their role? How long in their career? Personality traits? Political influence at company? Political leaning? Religion? Values? Questions = What are they asking, and when are they asking it? What is their state of mind throughout the buying process? Depending on what they’re asking, you can tell where a prospect is in the buying cycle… Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Day in the Life (write it last, include their relationship with other personas) – helps writers and designers quickly get up to speed Objectives = Things they want Problems – Why they don’t have them Obstacles = What’s stopping them…all along the way? What micro decisions are they required to make? People obstacles? Political obstacles? Orientation = How long are they in their role? How long in their career? Personality traits? Political influence at company? Political leaning? Religion? Values? Questions = What are they asking, and when are they asking it? What is their state of mind throughout the buying process? Depending on what they’re asking, you can tell where a prospect is in the buying cycle… Preferences = Where do they hang out, where do they get their info? Key Words and Phrases – what words / phrases do they actually use? Not what you think they’re using. Engagement Scenarios = how does it all work together?
- Not true!! They can be a conversion game-changer. Let me tell you about my most recent experience… Personas aren't a Q1 priority It's tough to convince my boss that personas are a priority
- Materials that address design challenges Stay up to date on the latest trends Need quick access to information
- Content detailing Product Form + Fit or Material Function Application specific
- UPDATE SCREEN SHOTS
- Hot take: Subtle changes in a relatively small LinkedIn ad buy lead to a dramatic difference in results. Imagine the ROI and potential your business has to unlock engagement and motivate action when personas are applied to marketing tactics and messaging at scale.
- ADD IN AD SET CHARACTERISTICS
- Engagement lead to exponential increase
- Hot take: Subtle changes in a relatively small LinkedIn ad buy lead to a dramatic difference in results. Imagine the ROI and potential your business has to unlock engagement and motivate action when personas are applied to marketing tactics and messaging at scale.
- ADD IN AD SET CHARACTERISTICS
- Not true!! They can be a conversion game-changer. Let me tell you about my most recent experience…
- IDEAL ELEMENTS: DITL, key words and phrases, preferences, orientation, questions, obstacles, objectives/prefs (EVERYTHING) Also, how do they interact with the other personas? Who are they key players in the DM process? How do they interact? What questions do they ask the individual?
- DITL, Objectives / Problems, Obstacles, Orientation, Obstacles, Questions, Preferences, Key Words + Phrases, Moments, Engagement Scenarios + User Paths, Influencers
- DITL, Objectives / Problems, Orientation, Obstacles, Questions, Preferences, Key Words + Phrases, Moments, Engagement Scenarios + User Paths, Influencers Best kept secret in market research Great for all elements of a persona Results segmented by gender, age, geo, city and income Results in 24 hours
- DITL, Objectives / Problems, Obstacles, Orientation, Obstacles, Questions, Preferences, Key Words + Phrases, Moments, Engagement Scenarios + User Paths, Influencers Run a match test to see how many they can append, ensure data set is big enough Minimum of $1k spend 20-25% average match rate for appended data Automotive Data: Target individuals, discover household automotive needs, identify financially capable purchasers, and fine-tune your automotive customer segmentation. Demographic Data: Go beyond age and gender to dig deep into a wide range of financial, economic, professional, interest, social, and housing categories. Financial Data: Illuminate your target audience based on Household incomes, mortgage, and occupant data. Interest Data: Gives you the ability to move past assumptions about your target audience. Political Data: Helps you build a strong campaign by identifying donors and voters based on demographic insights.
- IDEAL ELEMENTS: Great for preferences 120 different sources Demographic, social and affinity data Everything from plug + play insights to an Enterprise Team for hands on consultation Subscription based – because insights change over time Partner with Klout $99 / 6,000 matches or $300 / 100,000 mathces
- DITL, Objectives / Problems, Obstacles, Orientation, Obstacles, Questions, Preferences, Key Words + Phrases, Moments, Engagement Scenarios + User Paths, Influencers IDEAL ELEMENTS: Basic profile data, preferences, keywords and phrases (esp hashtags) Pay per use or plans Interests, brand affinities, topics of discussion Rank people + media who most influence your analyzed group $19.95 for 1,000 followers, $179.95 for 20k followers Can also get competitor insights http://www.demographicspro.com/samples
- DITL, Objectives / Problems, Obstacles, Orientation, Obstacles, Questions, Preferences, Key Words + Phrases, Moments, Engagement Scenarios + User Paths, Influencers Look for patterns and commonalities (maybe using an excel spreadsheet) OR ask someone else to do that (via a service….)
- Outsource HITs Capabilities: Feedback tools, content creation and monitoring services Use to build heat maps or screen shares that give you insight into how users engage with a task Provide MT workers with a blank spreadsheet of Twitter handles and let them loose! Costs around $50-$100 for basic research completion
- https://www.facebook.com/ads/audience_insights/ (Screenshots for Juzo) DITL, Objectives / Problems, Obstacles, Orientation, Obstacles, Questions, Preferences, Key Words + Phrases, Moments, Engagement Scenarios + User Paths, Influencers
- https://www.facebook.com/ads/audience_insights/
- http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf https://segmentationsolutions.nielsen.com/mybestsegments/ Alternatives: Claritas MyBestSegments, Mosaic or ESRI Tapestry Profiles
- Exit surveys, Qualaroo -- $99/month, milk the free trial Run up to 15 video sessions per year and get your first 10 videos for $49 each (Individual Plan) or work with them to set up an Enterprise Plan package IDEAL ELEMENTS -Great for filling out Obstacles, User Paths, Engagement Think about it as a way to get segmented feedback on your live site, and find out what they WANT vs what you HAVE Quick, inexpensive way to test content topics and experiment with new ideas Which aspects of our business confuse you most? What services are most appealing to you? Which of our services would you be most likely to pay for?
- http://www.upcloseandpersona.com/index.html
- CubeYou consumer insights
- Technology is moving at a breakneck speed. As marketers, we're working to stay ahead of the changes. The line between digital and physical interactions is blurring and, to reach your customers, staying on top of all-things-digital is a must. Agility and speed are necessities for marketing teams and organizations when facing the digital blur.