Persona Handout

2
Who am I? I am a seasoned data analytics and monetization expert responsible for helping my business make more data driven decisions. People see me as a creative problem-solver who is deeply analytical and technically savvy. I manage a team of analysts, data scientists or economists who help me define, design, and deliver key insights and data assets for the product and user marketing teams. Sometimes my role also covers data engineering, reporting BI, and managing some analytics infrastructure. Role in Purchase Process: Key Decision Maker who is likely to collaborate with, Marketing, Product or Customer Insights before a final decision. Resources I trust: Peers, Quora, discussion boards/blogs dedicated to advanced analytics, a company website, developers and partners. Influential Marketing Material Armor Piercing Bullets (Competitor Analysis), Technical Documentation, Case Studies, IAM Guide, Data-Sheets & Product Guides. Perceived Barriers - Why I won’t buy: • Not convinced of data accuracy, ease of integration or how the data flows in to existing data warehouse or architecture. • Demo is weak and has nothing to do with my business or what my app user looks like. • Need a tool that will not get too costly or complex as my needs change. • All the providers provide the same functionality. How are we any different? • Built in-house solution or will look to solve the problem internally before trying a SDK. • Already have an analytics provider that does the job that we need. Success Factors - What I would like to hear or see: • Customers has access to logs and raw data. • Technical Documentation and a dedicated Account Manager with a solutions consulting team to help onboard and ensure success. • A demo that is close to what I envision with my business, detailed product roadmap and a technical expert on the demo call. • Ease of Integration and data flow with existing enterprise data warehouse. • Ready access to relevant key metrics for retention, monetization, marketing and product. • Best in class analytics with data that enhances the customer insights toolkit. — MAYA — HEAD OF ANALYTICS Tech Expertise Availabilty Org Influence LOW HIGH AKA — Data Scientist, Head of BI, Director – Advanced Analytics, Director – Digital/Marketing Analytics. Primary User Champion Influencer Decision Maker Consulter Evaluator We're not reaching out to clients — we're reaching out to people. Here's how to make these key players into raving fans. PERSONAS Who am I? I am a marketing and tech expert with experience in emerging media and online product development. People see me as a visionary and an ambitious business leader with a record of innovation, creativity, and success. I manage a team of professionals who define our digital strategies from conception through delivery. I champion the consumer’s experience constantly balancing our offerings that maximize revenue, improve customer satisfaction and enhance the value of our brand. I also work with our sales team to set rates, budgets, and goals for our overall product marketing strategy. Role in Purchase Process: Primary Decision Maker with big budget and organizational constraints. Will likely consult users of the tool before making final choice. Consult Legal, Finance and IT to determine vendor requirements. Resources I trust: Recommendations from colleagues/friends, Gartner, Forrester and Industry Conferences, start-up blogs, external consultants. Influential Marketing Material Armor Piercing Bullets (Competitor Analysis), List of similar customers and references, case studies, IAM Guide, Product Guides, Thought Leadership material. Perceived Barriers - Why I won’t buy: • Already have web analytics provider or a homegrown application. Cost of switching from an incumbent is very high. • Need to ensure cohesiveness and integration of digital and non-digital initiatives. • Hate brands that send salesforce generated robot emails. Expects us to do our homework before presenting our case. Success Factors - What I would like to hear or see: • An innovative solution that’s designed to give you the ability to personalize the mobile experience. • Ease of use and integration with key revenue metrics for attribution, retention and monetization. • A dedicated Account Manager with a solutions consulting team to help onboard and ensure success. • Successes with related firms and similar digital objectives. • Bring clarification to digital marketing and sales challenges. • The only tool in the marketplace that can help you to understand, segment and take action using an all in one SDK. — GUS — HEAD OF MARKETING Tech Expertise Availabilty Org Influence LOW HIGH AKA — CMO, Director of Product Marketing, VP, Audience Development and Channel innovation, VP Digital Marketing Primary User Champion Influencer Decision Maker Consulter Evaluator Acquire: Know where to spend your next dollar to acquire your most valuable users. Engage & Grow: Have confidence in your mobile engagement strategy. Use multiple channels to connect with your users and personalize their mobile experience. Retain: Understand why users defect and focus on factors that help retention and engage users before they churn. Lifecyle Acquire Engage & Grow Retain Acquire: Partnership with major ad networks to precisely track acquisition sources. Engage & Grow: Gather deep user insights that enable rich targeting. Test, iterate and report on product or feature changes. Retain: Predict user behavior and churn patterns to enable smarter marketing and product initiatives. Lifecyle Acquire Engage & Grow Retain

Transcript of Persona Handout

Page 1: Persona Handout

Who am I? I am a seasoned data analytics and monetization expert responsible for helping my business make more data driven decisions. People see me as a creative problem-solver who is deeply analytical and technically savvy. I manage a team of analysts, data scientists or economists who help me define, design, and deliver key insights and data assets for the product and user marketing teams. Sometimes my role also covers data engineering, reporting BI, and managing some analytics infrastructure.

Role in Purchase Process:

Key Decision Maker who is likely to collaborate with, Marketing, Product or Customer Insights before a final decision.

Resources I trust: Peers, Quora, discussion boards/blogs dedicated to advanced analytics, a company website, developers and partners.

Influential Marketing Material Armor Piercing Bullets (Competitor Analysis), Technical Documentation, Case Studies, IAM Guide, Data-Sheets & Product Guides.

Perceived Barriers - Why I won’t buy:

• Not convinced of data accuracy, ease of integration or how the data flows in to existing data warehouse or architecture.

• Demo is weak and has nothing to do with my business or what my app user looks like.

• Need a tool that will not get too costly or complex as my needs change.

• All the providers provide the same functionality. How are we any di�erent?

• Built in-house solution or will look to solve the problem internally before trying a SDK.

• Already have an analytics provider that does the job that we need.

Success Factors - What I would like to hear or see:

• Customers has access to logs and raw data.• Technical Documentation and a dedicated Account

Manager with a solutions consulting team to help onboard and ensure success.

• A demo that is close to what I envision with my business, detailed product roadmap and a technical expert on the demo call.

• Ease of Integration and data flow with existing enterprise data warehouse.

• Ready access to relevant key metrics for retention, monetization, marketing and product.

• Best in class analytics with data that enhances the customer insights toolkit.

— MAYA —HEAD OF ANALYTICS

Tech Expertise

Availabilty

Org Influence

LOW HIGH

AKA — Data Scientist, Head of BI, Director – Advanced Analytics,Director – Digital/Marketing Analytics.

PrimaryUser

Champion InfluencerDecisionMaker

ConsulterEvaluator

We're not reaching out to clients — we're reaching out to people. Here's how to make these key

players into raving fans.

PERSONAS

Who am I? I am a marketing and tech expert with experience in emerging media and online product development. People see me as a visionary and an ambitious business leader with a record of innovation, creativity, and success. I manage a team of professionals who define our digital strategies from conception through delivery. I champion the consumer’s experience constantly balancing our o�erings that maximize revenue, improve customer satisfaction and enhance the value of our brand. I also work with our sales team to set rates, budgets, and goals for our overall product marketing strategy.

Role in Purchase Process:

Primary Decision Maker with big budget and organizational constraints. Will likely consult users of the tool before making final choice. Consult Legal, Finance and IT to determine vendor requirements.

Resources I trust: Recommendations from colleagues/friends, Gartner, Forrester and Industry Conferences, start-up blogs, external consultants.

Influential Marketing Material Armor Piercing Bullets (Competitor Analysis), List of similar customers and references, case studies, IAM Guide, Product Guides, Thought Leadership material.

Perceived Barriers - Why I won’t buy:

• Already have web analytics provider or a homegrown application. Cost of switching from an incumbent is very high.

• Need to ensure cohesiveness and integration of digital and non-digital initiatives.

• Hate brands that send salesforce generated robot emails. Expects us to do our homework before presenting our case.

Success Factors - What I would like to hear or see:

• An innovative solution that’s designed to give you the ability to personalize the mobile experience.

• Ease of use and integration with key revenue metrics for attribution, retention and monetization.

• A dedicated Account Manager with a solutions consulting team to help onboard and ensure success.

• Successes with related firms and similar digital objectives.

• Bring clarification to digital marketing and sales challenges.

• The only tool in the marketplace that can help you to understand, segment and take action using an all in one SDK.

— GUS —HEAD OF MARKETING

Tech Expertise

Availabilty

Org Influence

LOW HIGH

AKA — CMO, Director of Product Marketing, VP, Audience Development andChannel innovation, VP Digital Marketing

PrimaryUser

Champion InfluencerDecisionMaker

ConsulterEvaluator

Acquire: Know where to spend your next dollar to acquire your most valuable users.

Engage & Grow: Have confidence in your mobile engagement strategy. Use multiple channels to connect with your users and personalize their mobile experience.

Retain: Understand why users defect and focus on factors that help retention and engage users before they churn.

Lifecyle

Acquire Engage &Grow Retain

Acquire: Partnership with major ad networks to precisely track acquisition sources.

Engage & Grow: Gather deep user insights that enable rich targeting. Test, iterate and report on product or feature changes.

Retain: Predict user behavior and churn patterns to enable smarter marketing and product initiatives.

Lifecyle

Acquire Engage &Grow Retain

Page 2: Persona Handout

— WREN —PRODUCT MANAGER

Who am I? I am a young manager or professional with a background in UX, design, technology or business. People see me as detail-oriented, an astute multi-tasker and a control freak. In my role as a mini-CEO of my product, I'm in charge of the various activities that ensure the app meets users' needs, as well as its profitability. I have considerable say over product features, design and UI and I am looking for data to prove my case. I also need to keep feelers on customers, competitors, and the market to see where the product should be going.

Role in Purchase Process:

Primary user of the tool and will greatly influence final decision. Often responsible for leading the e�ort to evaluate SDKs, gather feedback from senior stakeholders, and deal with IT/Legal and Finance internally.

Resources I trust: Recommendations from peers/seniors, websites/blogs dedicated to data analytics, Quora.

Influential Marketing Material Armor Piercing Bullets (Competitor Analysis), Technical Documentation, Case Studies, Data-Sheets & Product Guides.

Perceived Barriers - Why I won’t buy:

• Can we produce the same information internally?• Believe in multiple sources of data. Need to be

convinced of accuracy and how the data flows in to existing data warehouse.

• Want to see how di�erent features in an SDK can be customized. Tend to be very feature and metric centric.

• Demo Fatigue – pitches from multiple vendors. Be creative and informative when reaching out and prove value relative to competition.

• Cannot be a very complex tool to use or learn.

Success Factors - What I would like to hear or see:

• Focus on readily available key metrics: installs, DAU, purchase events, retention, LTV and ROI to inform product and marketing strategy.

• Ease of integration with existing data warehouse and other BI tools.

• Ease of use, reporting features and an intuitive dashboard.

• Invitations to product betas and a dedicated account manager with technical expertise.

• Detailed onboarding and technical documentation.• Access to data and reports that will enhance the

functional specification, tech requirements and product requirements documentation.

• Chance to go beyond product strategy and also inform marketing and customer insights.

Tech Expertise

Availabilty

Org Influence

LOW HIGH

AKA — Analyst, Acquisition Manager, Growth andEngagement Manager, Social Media Manager

PrimaryUser

Champion InfluencerDecisionMaker

ConsulterEvaluator

Acquire: Alleviate concerns about new user onboarding flow and process.

Engage & Grow: Optimize the ultimate app experience for the end user.

Retain: Predict churn and in-app behavior; balance monetization and retention.

Lifecyle

— THEO —MARKETING MANAGER

Who am I? I used to be a web analyst or manager with experience in SEO/SEM, database, email marketing or social media. Now I collaborate with digital marketing, content and creative teams to integrate mobile into the organization. I manage the company’s mobile web presence and app portfolio. I develop user acquisition campaigns via mobile ads and retargeting and keeping my customers engaged with smart customer relationship management. I need a tool that helps me to identify trends and insights and optimize marketing spend and performance.

Role in Purchase Process:

Primary user of the tool and will manage relationship with vendors and app SDKs. Likely to be our product champion internally and will influence final selection.

Resources I trust: Recommendations from colleagues/friends and seniors. Company websites, conferences, blogs and thought leadership material.

Influential Marketing Material Case Studies, Data-Sheets & Product Guides, blog articles, IAM Guide, Product Guides, & thought leadership material.

Perceived Barriers - Why I won’t buy:

• How does the tool help me to measure what I don’t already know?

• All vendors are the same when it comes to functionality and features. What stands out is Customer and Technical Support.

• Needs a tool that adds to the customer insights toolkit and works seamlessly with existing BI and reporting tools.

• Looking for more than just A/B testing. Would want to see a product roadmap and a case related demo.

• Tool cannot have a steep learning curve.

Success Factors - What I would like to hear or see:

• Easily measure and report performance on all digital marketing campaigns with key metrics: installs, DAU, purchase events, retention, LTV, ROI, and average revenue per user (ARPU).

• Analyze conversion points and optimize user funnels to inform new growth strategies.

• Invitation to product betas, dedicated AM and a customer success team to help with onboarding and continued success.

• Related case studies, use cases and thought leadership material.

• Ability to hook up Localytics data via API.• An innovative solution that brings together analytics

and marketing to retain ownership and dictate the mobile app strategy from its inception.

Tech Expertise

Availabilty

Org Influence

LOW HIGH

AKA — Analyst, Acquisition Manager, Growth andEngagement Manager, Social Media Manager

PrimaryUser

Champion InfluencerDecisionMaker

ConsulterEvaluator

PERSONAS

Acquire: Impress with sophisticated attribution metrics andpartnerships with major media players.

Engage & Grow: Personalize with segments, demographic behavior and preferences.

Retain: Use campaign level data to optimize ROI while keeping current and new users in mind.

Lifecyle

We're not reaching out to clients — we're reaching out to people. Here's how to make these key

players into raving fans.

Acquire Engage &Grow Retain

Acquire Engage &Grow Retain