Persona Marketing

Kate Kotzea@katekotzea #trendigitalsf

Detailed representations of the different segments of your target audience

Visitors Visitor data & behavior

Persona 1

Persona 2

Persona 3

mom’s

businesses

Connect with your purchase cycle

How To Get Started

How To Use the Data

How To Influence

Bottom Line

Age | Geography | Lifestyle | Purchase Behavior | Product Use

where to look for data

Location

Gender

Age

Engagement & Loyalty

• Live locally• Female• 55-65• Recent customer• High purchase

• Live locally and regionally• Male• 25-40• Long time customer• Frequent, smaller purchases

Persona 1 Persona 2

• Wants to stay active, took up biking recreationally

• Rides on bike trails with husband or grandkids

• Looking for comfort

• Avid bicyclist • Rides to work• Participates in Tour de

Kota and other races• Looking for performance

Peggy George

gather additional data

–Website downloads–Email signup forms–Event registrations–Dynamic forms

How To Get Started

How To Use the Data

How To Influence

Bottom Line

• Wants to stay active, took up biking recreationally

• Rides on bike trails with husband or grandkids

• Looking for comfort

• Avid bicyclist • Rides to work• Participates in Tour de

Kota and other races• Looking for performance

Peggy George

Email Marketing

Dynamic Web Content

Media Placement & Creative

Personalized marketing emails receive 29% higher open rates and 41% higher click-through rates. (Experian)

42% increase in CTR.123% increase in conversion rate.141% increase in revenue per campaign.

Personalized ads convert 10 times better than ordinary ads(Invesp)

• Wants to stay active, took up biking recreationally

• Rides on bike trails with husband or grandkids

• Looking for comfort

• Avid bicyclist • Rides to work• Participates in Tour de

Kota and other races• Looking for performance

Peggy George

Graphics & MessagingPlacementCalls to ActionRemarketing

How To Get Started

How To Use the Data

How To Influence

Bottom Line

13% increase

upsell opportunities

35% vs. 70%

– Identify main persona groups –Personalize content –Look for conversion metrics to help

develop business decisions

Thank You!

Kate Kotzea@katekotzea #trendigitalsf