Personas, in the traditional sense, are nothing new to the modern marketer. They’re a great way for marketers to segment their audience and start personalizing experiences. Traditional personas are limited though, since they’re largely based on online shopper interactions with brands. Not to mention, online shopper data is becoming increasingly limited with the deprecation of cookies and Apple’s new App Tracking Transparency feature (more to come on that soon). With markets changing constantly, traditional customer personas can become quickly outdated and stale.
Believe us, we understand that upgrading your personas can be a major investment. But more sophisticated persona groups, like those built with AI, have some serious perks. Predictive personas allow you to confidently and accurately identify consumers who match your brand’s top personas, allowing you to leverage powerful insights like product adoption trends, average lifetime value, and unique attributes.
Here are a few common issues we hear from brands (and potential solutions) to invest in predictive personas for your marketing needs.
"My personas are outdated."
Let's start simply. It’s about the journey, not the destination, right? Start by enhancing your customer data with third-party data and segmenting it. Suddenly, you’ve got a clear view of your customers, which is actionable on its own. Using third-party, offline data and segmentation will paint a vivid picture of who your customers are and where they are, like “Married Mike” — a husband, a father to two young kids, an avid golfer, and a homeowner on the west coast. Hello, product-specific marketing!
The nutshell: Faraday enriches your customer data with ethically sourced third party data and then applies machine learning to identify unique personas hidden within your data. Even cooler? After your user personas are created, you can zoom in further on specific cohorts of your customers to build your own personas from there. Plus, the Faraday Identity Graph (FIG) can add additional offline attributes for in-depth post-analysis.
"My personas don't paint a full picture."
While there are plenty of sites that offer marketing teams free user persona templates, this kind of qualitative approach can lead brands to overlook crucial customers that don’t fit their expected archetype (*ahem* human bias).
On the other hand, quantitative personas that are formed with machine learning algorithms allow brands to identify the right persona for each consumer while eliminating the need for surveys. Building personas with Faraday can help your team validate assumptions you’ve made in your qualitative analysis, and uncover personas you might have missed.
"I don't know what to do with my personas."
Not sure what your next step is? Deliver your personas straight into your brand’s social media platforms, split by persona on delivery so that campaigns can be configured with ease. You can also push them directly into your martech stack for easy personalization from your email service provider or CRM tool. These enhanced lookalikes will help find more people just like their ideal customers and unlock unknown insights to help direct strategy of what type of customer you need to grow revenue.
We match your customer data to our ethically-sourced, cookieless offline data in FIG and apply machine learning to build your predictive personas. These personas allow you to confidently and accurately identify the right persona for nearly every US consumer...and not just your existing customers. And as we said at the beginning, Faraday makes it easy to leverage powerful insights about each persona — like average LTV and product adoption trends— to deliver personalized experiences across the entire customer lifecycle before they’ve even clicked place order.
For instance, your current data might suggest you have customers who are pet owners based solely on website visits and shopping cart activity. But by creating predictive personas with our third-party FIG data, you could discover that your most active customer base is nearly all dog owners who lead active lifestyles and love to run. Pair that knowledge with your creative team and you could be speaking directly to your core audience on a deeper, more personalized level with images that connect to who they are and what they love.
Feeling a bit more confident about the power of predictive personas? Try out our free Predictive Personas & Insights trial to see just what makes your customers truly unique. What's there to lose?