Word of the Day: buyer persona

Word of the Day: Daily updates on the latest technology terms

Word of the Day Daily updates on the latest technology terms | March 4, 2020 buyer persona A buyer persona is a composite representation of a specific subdivision of a market segment.   Whereas a market segment represents a collection of customers who share a common need, a buyer persona represents a collection of customers within a particular market segment who place similar value on how those needs are addressed.   Typically, a company's customer base needs to be represented by several personas, each of which is crafted to address a specific group of customers. For example, one persona might represent customers who prefer to shop online, while another persona would represent customers who prefer to shop in a physical store.   Buyer personas are created mathematically, using data gained from market segment analysis and recent customer behavior. Once a company builds a strong set of composite personas, machine learning algorithms can be used to predict future behaviors.   An important goal of creating personas is to gain insight into how a company should deliver marketing messages to a specific segment of their customer base. Buyer personas are an important tool for building customer journey maps.   As companies use their buyer personas to create their customer journey maps, they should consider factors such as shopping habits for related goods and services, as well as payment and delivery preferences. Continue reading... Today's Takeaway "Every time I see bags of expensive microwave popcorn next to inexpensive bags of popcorn kernels at the grocery store, I think about customer personas. The two different versions target buyers who place different amounts of relative importance on convenience. Both popcorns target the same market segment -- people who like popcorn. The customer personas, however, are slightly different." - Scott Sehlhorst Related Terms You Should Know customer base customer journey map lead nurturing market segmentation customer segmentation Salesforce Journey Builder customer data integration machine learning machine learning algorithm customer experience management niche marketing Today's Buzzwords customer journey mapping To be useful in a journey map, a persona should include data from online and in-person behavior. social media Marketers use personas to build campaigns and craft the right tone for social media messages. quality assurance In software development, personas help developers understand the importance of a new feature to a particular audience segment. actor Actors describe a role in software development. Personas are the actual end users who end up playing those roles. Do you speak DR? A ________ is a hardware key for authenticating proprietary business-to-business (B2B) and business to government (B2G) applications. a. dongle b. skeleton Answer Stay in Touch Thank you for reading! For feedback about any of our definitions or to suggest a new definition (or learning resource) please contact us at: editor@whatIs.com FOLLOW US About This E-Newsletter The Word of the Day is published by TechTarget, Inc., 275 Grove Street, Newton, Massachusetts, 02466 US. Click to: Unsubscribe. You are receiving this email because you are a member of TechTarget. When you access content from this email, your information may be shared with the sponsors or future sponsors of that content and with our Partners, see up-to-date Partners List, as described in our Privacy Policy. For additional information, please contact: webmaster@techtarget.com. © 2020 TechTarget, Inc. all rights reserved. Designated trademarks, brands, logos, and service marks are the property of their respective owners. Privacy Policy | Partners List