Data-Driven Personas

Identify Key Personas From Your Customer Data

Cluster analysis of your behavioral data can help you relate to your customers and improve your marketing and product

 

Do you know your users well enough?

Almost every large company today has a wealth of data about their current and past customers. Yet, we rarely use that information to validate our customer personas and improve their experience. 

One of the quickest ways to get actionable insights from your behavioral data is to identify behavioral clusters that can be turned into personas. A cluster analysis is a high-success project for your company to invest in that can catalyze engagement in data across the organization.

 

Cluster Analysis: The New Way To Understand Customers

Marketing personas created from your existing data represents our most valuable customers - the people who are actually purchasing from you right now. Understanding their purchase behaviors and how they interact with you is the key to being customer-centric. 

The future of personas is to create living, identifiable-in-the-data groups that can help make marketing more relatable and effective

 

What can we use them for?

  • Inform product decisions

  • Reduce churn by re-activating at-risk customers.

  • Personalize advertising and create more relevant ads with personas

  • Create features and products that match your highest-value customers

  • Validate marketing personas to make sure they actually match core customers

  • Give customer support teams more context on customers

  • Uncover high value behaviors (like the whales, or late night users from Wendy’s)

Why use cluster analysis?

  • Traditional marketing personas are static and don’t show you who your current customers are

  • Clusters will identify behavioral groups without human assumptions - perfect for identifying the true usage of your product

A cluster analysis takes behavioral metrics (purchase frequency, cart size, items purchased) and runs them through a model that groups like-users into statistically significant categories.

You may identify “browsers” or “loyalists” that have unique characteristics - they may shop differently and consume different content on your site before buying.

An analyst can then look at what makes those categories alike/important and add context that makes them usable for marketing and product improvements.

 

How The Project Works

  • 1

    Analysts explore the data on a user level. They look for correlations between metrics and get an understanding of general customer behaviors for your unique business.

  • 2

    We evaluate a best-fit model for clustering.

  • 3

    Once selected, a cluster analysis is run on a sample of your data or all users (calculated in the cloud), depending on your company’s current capabilities and needs.

  • 4

    The clusters are contextualized and sized out.

  • 5

    Insights and the largest clusters are presented to you!

  • 6

    For companies with a CDP/other databases, the clusters can be operationalized to all users and used for marketing, customer service, and other purposes.

 
 

Persona projects like this one are high-success data projects with results that can be shared across the organization.

We’ve seen the results get departments like customer support very excited about the possibility of data. If you want to learn more about our cluster projects, please sign up for our newsletter or book an exploratory call with us!