We concluded that it makes far more sense to create/modify personas based on actual behavior than scenario-playing or demographic variables. How exactly should this work?
First, you should think of behavior as breadcrumbs that allow for the definition of your visitor. As breadcrumbs are left, you can discern a click-trails, permitting you to define your visitor based on where they’ve been, and what they will want to view next.
So through data mining and the application of algorithms against that data, a marketer should be able to discover of clusters of individuals with similar click-trails. How many clusters? That depends on the marketer’s tolerance of diversity, i.e., it could be as low as 2 to as high as 16 (Myers Briggs).
Once these clusters are defined, the marketer then overlays these clusters with descriptors, but what descriptors?
The behavior clusters are answers to personality questions that allow the marketer to apply a pre-defined personality definition to the visitor, and based on that personality, serve up content that meets that personality cluster’s desires. Take Myers-Briggs as an example for a framework to use to classify your audience. ENTJ (lower right) is a strategic thinker, a planner and organizer, so ENTJ’s would enjoy blueprints and statistics, and would want to share this information.
What you do defines who you are, and who you are allows marketers to compare you to others and find similarities. And with these similarities come clusters, and these clusters receive content specific to them.
But how do you know it’s the right content? More on this tomorrow…
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