How to Use Personas to Lift Revenue 500%
A MarketingSherpa case study showed how a retailer used personas to substantially lift their revenues.
Personas are simplified profiles (age, ethnicity, gender, income, geography, education, hobbies, purchasing patterns, etc.) of key customer segments designed to help you understand and predict their reactions and desires. They can serve as guides when you design your site, create ads, develop products, etc. Online marketing helps create even better personas based on detailed metrics, such as click behavior, referral site, email habits, etc.
The case study details the steps taken by the retailer to create and use the personas:
Posted by Universal Ad
Personas are simplified profiles (age, ethnicity, gender, income, geography, education, hobbies, purchasing patterns, etc.) of key customer segments designed to help you understand and predict their reactions and desires. They can serve as guides when you design your site, create ads, develop products, etc. Online marketing helps create even better personas based on detailed metrics, such as click behavior, referral site, email habits, etc.
The case study details the steps taken by the retailer to create and use the personas:
- Brainstorm customer types and focus on the most important demographic and psychographic attributes.
- Talk to employees (customer service, sales, technical support) who interact with your customers.
- Dig into your data (search keywords, demographics, purchase history) to confirm your conclusions.
- Identify the holes and fill in the missing data through research, interviews and online surveys.
- Name the personas and refine them as your customer base changes.
Posted by Universal Ad
very good article , and a good input to marketing , also visit www.eindiaretail.blogspot.com, the temple of Indian retail !thx
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