Sourcing Persona Insight With Digital Analytics

January 1st, 2018

Barbara Winters VP, Principal Analyst

Katie Fabiszak Principal Analyst

With contributors:

Paul Ferron , Amy Hayes , Barry Vasudevan , Beth Caplow , John Buten

Summary

By developing accurate personas, portfolio marketers ensure that content for campaigns and sales enablement is based on customer insights. Use web, search, and social media tools to acquire persona knowledge and continuously test and validate persona assumptions. Digital analytics can reveal personas’ functional attributes, interests, buying behaviors, and interaction preferences. This report explains how to use website analytics, search analytics, and social media analytics to source and refine buyer persona insights.

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