Understanding your customers is the foundation of any successful digital marketing campaign. The more you know about your target market, the more likely you are to connect with them, and convert that interest into a sale.

Developing buyer personas for your customers and potential customers involves making a lot of qualitative assumptions about why they might be interested in your product or service. Once you’ve created your buyer personas, you can then use quantitative data to round them out and determine user behaviour on your website.

By using a quantitative process with factual data and numbers, you can be sure that your buyer personas will be effective for your campaign, without any perceptual errors. A good way to do this is to use the segmentation features in Google Analytics to create segments that reflect:

  • Average revenue per user
  • Transactions per user
  • Frequent customers
  • New versus repeat customers

If you have any questions about buyer personas and how they can be used to enhance your digital marketing campaign, please contact your account manager.