3 - Mapping personae to outcomes
The overlap in Emetrics Summit current attendees is shown in column 1. How the Emetrics Summit can modify its promotional materials to draw and capture both groups is shown in column 2:
What about the next page? Having drawn the overlap audience in, the next page needs to address their differences so that maximum draw from both groups is achieved. From Group 1 (Analytics) we have:
Group 2 (Marketing) is handled in much the same way:
The use of personae, although much talked about, is still in its infancy in many ways. The example here makes use of the persona concept to design marketing materials which perform three necessary functions:
- Attract a large audience.
- Segment it.
- Direct each segment to more specific information designed to close or convert the greatest number of individuals in that segment.
When asked for his response to this anthropological approach to his marketing question, Jim Sterne said, "I'm all about knowing how to optimize websites. This looks like a terrific new tool for doing just that and I can't wait to test out the suggestions and measure the results."
For More On Using Personae Read:
Gender Marketing Web Design Differences
A Little About Cookies
Learning to Listen, Learning to See
Working with Prediction Markets via NextStage's Evolution Technology
Reading Virtual Minds, Chapter 4 "Anecdotes of Learning"
Joseph Carrabis is CRO and Founder of NextStage Evolution and NextStage Global, and founder of KnowledgeNH and NH Business Development Network. Read full bio.