Post by rahim on Jan 31, 2024 9:59:45 GMT
Compare the personas' customers with the active customer base This results in one regression equation per persona and, after applying it, a score and a score segment for each persona per customer The top segments per persona are those customers whose preferences best match the image of the respective persona Model quality is rarely a problem with regressionsHere it can happen that 'indifferent' customers are classified very similarly in all models, which formally increases the potential, but not the reaction.
to persona-specific offers. Regarding the DB to Data mapping approach: Use key questions in customer contact situationsValid and reliable key questions can be brought into play in selected customer contact situations and help to increase the proportion of customers with a known persona. A very suitable situation and example are trigger emails after a purchase. The email then contains a link to the questions, which in turn enable persona assignment. In the best case scenario, people can also be assigned during initial contact using key questions.
The approach: Assignment after tracking behavioral data in a customer data platformThis approach is about specifying or expanding the behavioral profile of the personas. In a customer data platform, information from various data sources comes together, sometimes in real time, and provides vast amounts of data that was not previously available (structured). Customers with known persona assignments also generate such data Self-learning algorithms discover structures in all data and can supplement the known information about the personas with previously.
to persona-specific offers. Regarding the DB to Data mapping approach: Use key questions in customer contact situationsValid and reliable key questions can be brought into play in selected customer contact situations and help to increase the proportion of customers with a known persona. A very suitable situation and example are trigger emails after a purchase. The email then contains a link to the questions, which in turn enable persona assignment. In the best case scenario, people can also be assigned during initial contact using key questions.
The approach: Assignment after tracking behavioral data in a customer data platformThis approach is about specifying or expanding the behavioral profile of the personas. In a customer data platform, information from various data sources comes together, sometimes in real time, and provides vast amounts of data that was not previously available (structured). Customers with known persona assignments also generate such data Self-learning algorithms discover structures in all data and can supplement the known information about the personas with previously.