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Digitsthra Creative Analytics

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Audience Surveys and Customer Segmentation - The Digitsthra Way

Writer's picture: Digitsthra Creative AnalyticsDigitsthra Creative Analytics

Updated: Jan 29, 2022

The conventional approach to understanding the Customer Segments is using the available Demographic Data and Purchasing Behaviour to create the Customer Persona and Digital Segments. Digitsthra uses a combination of our proprietary and Commercial Analytics Solutions to define Customer Persona and Segmentation. You can do that yourself using various online tools many of them are available online for free. You can use Google Trends, Various SEO Tools like Keywords Everywhere, SEM Rush, etc. to know how the searches happen in every segment. Google Ads/FB Ads Audience Analysis functions are very effective tools as well.





Customer Segmentation Vs Customer Persona

We need to keep in mind that the Customer Persona is not the same as the Customer Segment. Customer Segments provide the physical states like Age, Gender, Parental Status, Profession, Income Level, etc.

Whereas Customer Personas are built based on preferences, behaviors, and affinities. In short, the Customer Persona adds the psychological dimension to the segmentation.

The term Audience can be treated as an equivalent of "Prospect" in Digital Marketing (Unless you are in Content Marketing like an OTT Provider or a YouTube Channel, where the Audience is your Customer)


The Tactic to develop the Customer Persona and Segments based on Customer Persona.

In the conventional way of the Segmentation process, Surveys are used to understand and map the Customer Persona (Figure 1). In the Digital World, you have the luxury of understanding the Persona first and then mapping out the dominant Demographic profiles within that persona. The sample given here is Digitsthra Segmentation done on the people with interests in Digital Marketing. The data is populated from the Social Media are populated & data scraped for finding in-depth details (Of course, with full compliance to the Privacy Policy)


A Sample Output is given in Figure 2. Here as you can see the Dominant Demographic Profiles within each Customer Persona can be mapped. Then we will be able to assign the Persona and the conventional segmentation using any Analytics Tool. Such an example can be seen in Figure 3, you can see the most dominant demographic profiles within each persona.


It is worthwhile to that in the data given in here, the Demographic Profiles are all the same across all the subsegments. However, they have a very different Purchasing Behaviour, Affinities, etc.


Customer Segments will have multiple Customer Persona.

The task is not yet over, as you can see in Figure 3, you will find that the demographic profiles of all three segments are the same. However, When you explore further through the other dimensions like Personality, Interests affinities, etc, you will find prominent variations within the same Subsegment itself. (Figure 4 & Figure 5)


Customer/Audience Segmentation is the Key Process that can arise out of the Customer Persona if you use the Segmentation Analytics tools. Read our Blog on the subject to know more. Please keep engaged with our blog for more on how you can do that for yourself using open/free online tools.


Conventional Segmentation
Figure 1 - Customer Segment View
Customer Persona Definition.
Figure 2 . Audience Segmentation By Persona

CustomerSegments Persona
Figure 3- Dominant Demographic Profile within each Persona
Customer Personality Analysis
Figure 4 - IBM Watson AI Algorithm based Analytics to build the Psychometric Profile
Interests
Figure 5 - Interests vary within the same Customer Segments, leading to different Persona



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