Persona sets

Persona predictions organize your cohorts into thematic groups based on trait similarities to enable personalization insights.

Persona sets overview

Persona sets are the result of persona predictions, in which Faraday organizes individuals within a cohort of your choosing into thematic groups of people based on which traits in both the Faraday Identity Graph and your data are most applicable. Personas can provide context around shifts in your customer base, insights into the types of messaging and creative that will resonate best with specific cohorts, and help you deliver personalized experiences across multiple channels throughout your customer lifecycle.

Additionally, persona predictions can help you:

  • Understand key traits that define your personas, enabling you to build intelligent paths-to-purchase and customize your content and creative for each persona.
  • Understand each persona's contribution to overall revenue, average order size, and specific product sales so you can guide your acquisition spend, discounting strategies, and optimize your overall customer acquisition cost: lifetime value ratio.
  • Ensure that–regardless of lifecycle stage–every contact enjoys relevant, exceptional personalized experiences as their lives evolve.

Persona sets are created by selecting the cohort that you'd like to make predictions on. Once your persona set is created, you're able to select it as a payload element in a pipeline–alongside other predictions you've made, like outcomes–so that you can apply the predictions you just made to a group of people. From there, you'll deploy your predictive personas back to a connection you've made, or a CSV file.

For persona set creation instructions using both the Dashboard UI and API, see our how-to docs for customer personas.

👍Key takeaway: persona sets

Persona sets are the result of persona predictions, in which Faraday organizes individuals in a cohort that you select into a thematic group based on which traits–between the Faraday Identity Graph and your own data–are most applicable. They're then used as payload elements in pipelines to deploy predictions. Personas can help you better understand any group of people you're interested in, their impact on your business, and direct how you should engage with them.

Analyzing a persona set

Once your persona set is complete and its status is Ready, you can use the definition, analysis, and flow tabs to dig deeper into each persona.

Definition

In the Definition tab, each persona is broken down by its name, an avatar based on the most dominant features used to cluster, the population, and the traits used to cluster.

Screenshot of a persona set's definition tab

Analysis

In the Analysis tab, view various datapoints about the persona set, like its size, the traits that were used to cluster, and any other traits you'd like to dig into, such as dog ownership.

📘Adding addition analysis traits

Click the add trait button in the lower right of a persona set to add analysis traits to the view. These traits will source from the Faraday Identity Graph as well as any you've defined in Datasets.

Screenshot of a persona set's analysis tab

Flow

In the Flow tab, each persona's change over time is displayed. Mouseover a given location in the chart to view the persona membership at a specific time.

Screenshot of a persona set's flow tab

Deleting a persona set

Before deleting a persona set, ensure that resources using it, such as a pipeline, are no longer using it. Once there are no other resources using the persona set, you can safely delete it.

  • Dashboard: click the options menu (three dots) on the far right of the persona set you'd like to delete, or upper right when viewing a persona set, then click delete. Screenshot of deleting a persona set
  • API: use the delete persona set API request.

📘Deleting resources

See object preservation for info on the order in which resources should be deleted.