Segmentation and Personas

In digital marketing, having personalized content and promotions is key. By combining client segmentation with the creation of reliable and realistic representations of your audience segments (personas), DHAUZ offers an extremely efficient analytical range of tools for your personalization strategy and execution.

Personas and Segments:
what a puzzle!

Getting into a personalization strategy, your business will be required to take a critical step on this journey: defining client segments and their personas. Both these words are commonly used to group and define some traits and attributes of a type of client but, in fact, they are not the same thing and it is important to make the distinction clear.

Client segmentation means that you are able to group different types of people.

Client segmentation means that you are able to group different types of people based on their needs and/or some distinctive attribute. Good segmentation is usually a result of applying analytical methods to the client database.

Segments are usually determined by demographic data, such as age and location, or by behavioral and psychographic data, such as interests, opinions, values, lifestyle, risk aversion and stage in life.

Personas are fictional characters that are created in order to represent a group of real clients.

These characters are created based upon a research of your client base and represent a group with similar values, behaviors and expectations.

They are given names, faces, personality traits and families to display more accurately what this hypothetical person wants and needs in real life. They add an emotional and behavioral component to understanding the types of client that might consume your products, services and brand in a similar way.

We can help with an integrated approach

DHAUZ combines both the segmentation and persona creation techniques to get a broader and more comprehensive view of how the company should tailor their offers to each client group. Once the company is able to effectively catch the clients’ attention, these techniques will also direct them on how to best connect to their clients’ needs and expectations.

Definition of Value

Dynamic client segmentation

Personas & Buying Mindsets

Targeting & Directed Execution

DHAUZ leads the “know your client” journey based on the definition of value, which is unique for every company, types of industry and strategic goals they might have.

Profitability and NPS are good examples of key factors to be considered when designing a plan that is actually achievable by the end of the journey.

We develop dynamic segmentation models, which can be regularly reloaded with data, clearly showing the clients that are switching segments and its implication to the business.

DHAUZ believes that segmentation is best used to determine actions for attracting clients, while personas is a great way to keep the client close once they are get interested in the company and eventually to incentivize conversion.

With our approach, brands are able to have real understanding of their client’s expectations, mental and emotional needs. They can also quantitatively evaluate the impact on what they consider as value: NPS increase, higher profitability, larger sales volumes or service consumption.