Analytics Unplugged Episode 5: Defining Personas, Cohorts, Segments, and Profiles

Which of these scenarios feels more natural to you -

A) Human to Human conversation

B) Human to Machine conversation

C) Human to Data conversation

(If you answered either B or C, you might need to perform a CAPTCHA test before continuing on.)

Naturally, humans prefer to speak to other humans. When we communicate with one another, we form a general understanding of each other's unique needs and expectations.

If you are communicating to your customers as humans, you're likely to form an understanding of their needs, which can in turn, inform better marketing strategies.

If you're talking to your customers like they're data points, you may be missing the mark.

Consider This -?

Imagine for a moment you are tasked with creating advertising copy for a unique fitness franchise concept.

You know your ICP has the following characteristics:?

• Demographics: Adults aged 25-45, primarily urban professionals.
• Income Level: Middle to upper-middle class.
• Fitness Goals: Interested in improving overall fitness, losing weight, and maintaining a healthy lifestyle.
• Lifestyle: Busy schedules, health-conscious, value convenience and efficiency in their fitness routines.
• Psychographics: Motivated by the desire for a healthier lifestyle, interested in innovative fitness solutions.

Here's an example of what copy you may have created -?

"Join Unique Fitness Franchise! Our state-of-the-art facilities and tailored programs are designed to help adults aged 25-45 achieve their fitness goals efficiently. Whether you’re looking to lose weight, improve your overall fitness, or maintain a healthy lifestyle, our franchise offers the perfect solution. Experience the convenience and innovation that fits your busy schedule. Sign up today and start your journey to better health!"

Now try this -

Perform the exercise again, using the personified description of your ICP - ?

• Persona Name: Fitness-Focused Fiona
• Background: Fiona is a 32-year-old marketing manager living in the city. She has a demanding job and a hectic schedule but values her health and fitness.
• Daily Routine: Fiona starts her day with a quick workout, grabs a healthy smoothie on her way to work, and often finds herself squeezing in fitness sessions during lunch breaks or late evenings.
• Motivations: Fiona is driven by the desire to stay fit, feel energetic throughout her busy day, and maintain a balanced lifestyle. She loves innovative fitness solutions that keep her motivated and engaged.
• Challenges: Fiona struggles with finding time for long workouts and needs flexible options that fit her unpredictable schedule.

With the information above, you may have created copy more similar to the text below -?

"Transform your fitness routine with Unique Fitness Franchise, the ultimate workout program designed for busy professionals. Our innovative, quick-hit workouts are tailored to fit your hectic schedule, offering flexibility for morning, lunchtime, or evening sessions. Enjoy energizing classes, personalized training, and nutritious smoothie bars, all in one convenient location. Stay fit, feel energized, and maintain your balanced lifestyle with Unique Fitness Franchise – where your wellness fits seamlessly into your day."

See the difference?

When you humanize your ICP, and personify data points, you can craft more compelling messages that better resonate with your audience.

Want to get started?

Check out this month's episode of Analytics Unplugged where we define personification and walk you through common techniques that can support your marketing team.