Personas lets you target your contacts by grouping those who share common characteristics. When creating a persona, you give them criteria (age, city, job or title, or behaviors such as interests, optins, subscription to an activity, participations to a contest, purchases).
Using personas in Dialog Insight is a great way of helping you fine tune the personalization of your communications as it lets you define your target into defined groups. By associating a fictive character to a type of contacts, you will more easily understand these contacts and will be better at focusing on their needs and motivations.
It is also important to give your personas a real name; this way it will be easier to view them as real people and this will help you, in the long run, to know them better.
Step 1: Put a Face to the Persona
Go to Audience->Targeting, then in the section Personas, click on Create a persona:
To put a face to the persona, give it a name and choose an image (optional) from your library or upload one:
Step 2 : Add Criteria
Add criteria (drag and drop) that correspond to the persona:
It's possible to add AND type criteria (required criteria), which means the contact must meet all these criteria to be associated to the persona. You can also add OR criteria (optional criteria).
In Dialog Insight, the criteria available to define a persona can be taken from the following sources:
- Any field show in the contact's profile
- The subscription status to a specific communication type
- The method contacts have been created, and the creation date
- The location of contacts, based on their provided geolocation
Step 3: Update the Persona
In the Update frequency page, indicate the moment to update data for the persona:
You can also calculate the number of contacts for the persona by clicking on Update now on the right. Otherwise, the calculation will happen at the set frequency.
You can also go to the persona list to update all personas at the same time by clicking Update personas:
Results
Once your personas are ready, you can use them to:
- Generate statistics to get a portrait of your contacts.
- Target contacts corresponding to personas.
- Personalize your message content for the contacts corresponding to personas.In the message edition, click the personalization icon next to the content to personalize:
In Dynamic content, select Persona and indicate the persona(s) to use:
- Display a content only when a contact corresponds to a persona.If you want to add a conditional content for personas, follow these steps:
