you can learn a lot just from reading the data and paying attention to the story it tells. However. To avoid being overwhelmed by vast amounts of data, we must take a more strategic and structured approach to understanding what it's saying we do so by answering some very specific questions. In this section, I will provide a framework that can be used to clearly identify characteristics of your most high value customers and it will help you not get bogged down in the nice to know data but un actionable data. This is what we call a holistic profile. The holistic profile is a document that will clearly articulate the emotional product and physical needs of your potential customers as it relates to your product or category. You will specifically understand their attitudes and values their habits and practices. The goal here is to articulate clearly. So you can later understand how to tap into those emotional points of tension demographics is where you articulate age, location, gender or ot...

her characteristics of your target. Your prime prospect will be an articulation of a laser focused target. That is a subset of the broader target it represents the most motivating target consumers. We can then use data from our holistic profile to create a persona which is a fictional character that communicates to primary characteristics of a group of users identified and selected as a key target through the use of segmentation data across the company in a usable and effective manner. So here is a persona template. We use data from research focus groups and other conversations from our sales team etcetera along with our intuition and empathy to develop a clear articulation of this customer? Here is an example of a persona. We will use customer data, research testimonials, our sales team, reviews from our customer service team, all that information to help us to articulate who are persona is. And when we create a persona, we'll write a brief description of what we call a bio, which is a brief understanding of who that customer is. We'll articulate their personality traits and preferred channels that they use to connect with or understand this particular business or category. The holistic profile that we created before will help us to fill out the physical and emotional and product needs. When we think about the goals that we've articulated their frustrations and motivations in the holistic profile can be re articulated in the attitudes behaviors and values section. And when we think about the preferred channels that this customer might use, we would also look at the attitudes behaviors and value sections of that holistic profile. So here are a few things to consider When creating a B. Two B persona, you're gonna want to consider what our common job titles, What is their organizational level or department or functional level. Who do they report to? What are their stresses that they might deal with on a regular basis? Do you need to help them make a decision or do you need to help them convince others in the organization to make a decision? What do they do on a day to day basis? Were their personal goals objectives? What does it take for them to get a promotion, raise recognition? How is their work evaluated and measured? When thinking specifically business to consumer? There are also a few specific factors you want to consider. What is their personal background? What are their demographics, age, gender, geography, family, what are their finances, Their spending habits, their income level, spend a day in their life. What do they think about on a daily basis? Typically your products or services are not at the core of what they do on a daily basis. So consider how these habits may impact their interaction with your product or service. What are their fears, their worries, their hopes, their dreams? What challenges do they need to overcome? And how can you help them to overcome those challenges? What technology do they use? How do they use media brands that they might already have an affinity with? We have to consider all of these when actually articulating who are persona is A couple key points to remember. No one don't make things up. We use data but also our empathy to tell a story and finally, don't add arbitrary details. Keep your bias out of the equation and keep focused on the data

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Salim Holder

Global marketing leader with 10+ years of experience delivering double-digit growth in revenue for Fortune 500 brands

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Amazing course to get through all the Digital Marketing Fundamentals 🙌

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Create a Customer Profile

Create a Customer Profile

Lesson Info

12. Create a Customer Profile

Lessons

Welcome

Business Analysis Intro

Determine How to Measure Success

Know Your Business

Set Your Objective

Quiz: Chapter 1: Introduction

Know thy Consumer Intro

Eliminating Bias

Think with Google Walk Thru

Facebook Insights Walk Thru

Review and Testimonial Walk Thru