Workshop : Marketing, personas and segmentation

Getting into the minds of your users Marketing, Personas & Segmentation workshop Abdul Ghafoor

Simplifying marketing jargon

I Keep six honest serving-men: (They taught me all I knew)

Their names are What and Where and When And How and Why and Who

{Rudyard Kipling, The Elephant's Child}

?

Where are we? Progress in Summary

Your vision in a single sentence

Where do we want to be?

HOW? will we get there?

Strategic ���PLANNING

are you aiming for?

Who

- Culture - Education

- What other challenges set

them apart - Faith

- Competition

are you going

to do?

What

- Strategy - Product

- Marketing

do you want

to focus?

Where

-  UK -  English

speaking markets

-  Distribution -  Outsourcing

will you be

focusing efforts?

When

-  Key seasons -  Project/

Programme -  Annual plan

is change required

Why

-  Change management

- Culture - Leadership

will you deliver?

How

-  Metrics -  Operating

plan

HOW MUCH -  Business

case -  Investment

plan

By truly understanding what your Prospect wants you are able to deliver products and services they need.

Dev

elop

ing

grea

t U

ser E

xper

ienc

es (U

X)

User insight a deep truth about the user, based on their behaviour, experiences, beliefs, needs or desires that is relevant to the tasks/issue and resonates

with the target audience

Rol

e of

use

r per

sona

s Inform marketing

Inform engagement

strategy

Develop a common language

Better design

thinking

Use

r Per

sona

s re

pres

ent r

eal,

livin

g br

eath

ing

peop

le w

ho

will

eng

age

with

you

r pro

duct

Build your own persona

Gui

danc

e fo

r dev

elop

ing

and

usin

g Pe

rson

as

Front line feedback

Demographic data

Operational data

Surveys and

consultation

Formal and

informal correspondence Customer

feedback

Utilisation – analyse existing user databases

and channel data (f2f, online etc.)

Engagement – analyse consultation data, user

journey mapping, satisfaction measures

User insight

Segmentation – to predict which customers are likely to

need a service or services

•  � Optimised decisions •  Next best offer •  Reduce churn •  Improve lifetime value

•  Attitude, feeling, emotion, •  Affinities and correlations •  Share of voice •  Relevant relationships •  Potential risks

•  Surface User challenges •  Understand context of use •  Identify intentions and

motivations

•  Web site and mobile traffic data •  Users in engagement funnel •  Completed transactions •  Conversion metrics

Quantitative Insights

Qualitative Insights

Predictive Customer

Intelligence Social

Analytics

Methods of understanding users comprehensively

DIGITAL INSIGHTS BEHAVIOUR ANALYSIS

SENTIMENT ANTICIPATE

Emphathy interviews Observe users in natural envt.

Watch how they convert (questions first, compare, seek help …)

Applying this knowledge: Website development

Effective evaluation and learning

Thank you