Word of the Day: buyer personas (customer personas)

Word of the Day Daily updates on the latest technology terms | June 7, 2019 buyer personas (customer personas) A buyer persona is a composite representation of a customer that aggregates the attributes and demographics of a segment of target customers. Attributes are based on market research and data on the company's existing customer base. As companies create their buyer personas, they should consider factors such as customer demographics, customer preferences and behavior patterns, motivations and goals. Behavior and preferences may be indicated through digital communications such as browsing behavior on a company's website or items chosen in a shopping cart, items that users click on in newsletters as indicated by marketing automation software, or preferences as expressed in customer satisfaction surveys and customer valuations. Companies also need to develop buyer personas based on customers' activities in various communications channels, including company websites, live chat windows, social media platforms, mobile devices and email. Customer journey mapping may also help companies develop these personas. Buyer personas provide insight to a company about how to market and sell to these various customer segments. By indicating customer preferences and needs, buyer personas can guide a company in where to focus resources to increase sales or which products to develop. Personas also help companies tailor and personalize their messages to these customer or prospect segments. Buyer personas enable companies to engage in forward-looking activities as well, such as predictive analytics. Once a company builds composite persons, it can employ predictive algorithms to predict future behavior. Quote of the Day "A persona is built out of actual data that can't simply be demographic; it must be behavioral." - Scott Robinson Trending Terms marketing automation customer valuation customer journey map predictive analytics customer analytics Learning Center 5 tips for creating customer journey maps from buyer personas It is essential that businesses create customer journey maps using the data from buyer personas. Here are some best practices for your organization to follow. 3 best practices for harnessing social media analytics data Facebook, LinkedIn and Twitter are essential marketing tools, but how can organizations leverage social media analytics data? Analytics professionals offer tips. Why EA should take the lead on improving customer experience CIOs are asking their EA teams to take the lead on improving customer experience. Here's why. How does the buyer persona affect the product management process? Although a product's merits might best be judged by the end users, most enterprise products have to focus on the buyer persona first. Loyalty rewards program fuels convenience store's CX Yesway, a convenience store chain in the Midwest, implemented a loyalty rewards program last year to drive customers from the pump to the store and to get them more engaged with the brand. Quiz Yourself Among the items you should never leave on your desk are _____________ with sensitive information, such as credit card statements. a. personal affects b. personal effects Answer Stay in Touch For feedback about any of our definitions or to suggest a new definition, please contact me at: mrouse@techtarget.com Visit the Word of the Day Archives and catch up on what you've missed! FOLLOW US About This E-Newsletter This e-newsletter is published by the TechTarget network. To unsubscribe from Whatis.com, click here. Please note, this will not affect any other subscriptions you have signed up for. TechTarget, Whatis, 275 Grove Street, Newton, MA 02466. Contact: webmaster@techtarget.com Copyright 2018 TechTarget. All rights reserved.