Personas
convers.one uses personas to get a deeper understanding of the wants, needs, and motivations of various types of users.
The creation of personas is necessary in order to build user flows that reflect the overall user experience for specific types of people.
Some data points used to develop personas include:
- Behavioral history
- Sentiment analysis
- User journey touch points
Well defined personas can cut across segments which makes marketing to personas much more efficient.
Segments
convers.one performs advanced segmentation based on all data types collected from across channels including user conversion responses, real-time behaviours, preferences, events, transactions, demographics, location, and multiple dimensions of user attributes.
convers.one dynamically matches customer profiles with predetermined and algorithmic micro segments. Segments can be used to target communications across all channels.
Creating customer segments can be an extremely complex process requiring extensive quantitative research. The data collected is analyzed and filtered into groups that are representative of certain user classifications.
Some data points used for segmentation include:
- Demographics
- Funnel status
- Purchase behaviors and buying patterns
- Preferences
- Search terms
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