Workshop : Marketing, personas and segmentation
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Transcript of 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