Como você usa a segmentação para criar personas e mapas de jornada do cliente?

Personas and customer journey mapping are two very different approaches, requiring some amount of market input to make them "real." Starting with the segmentation, make sure you conduct your segmentation research so that the basis variables (things that define the segments, like product usage, geography, etc.) are useful for targeting key audiences. The profile variables (things that describe the segment members, like affinities for other products, media usage etc.) need to be pretty robust so that your persona has some meat. Combining all of these things gives you a persona. Next, conduct journey research with your segments. When finished, you'll have describable personas and their most common journeys to use.

Segmentation involves dividing a market into distinct groups based on demographics,psychographics, behavior,and geography. Creating Customer Personas 1. Identify Traits: Analyze segmented data to find common characteristics within each group. 2. Develop Profiles: Create detailed personas including demographic details, lifestyle, values, goals, challenges, and behaviour patterns to make them relatable and realistic. Mapping Customer Journeys 1. Key Stages: Define the stages of the customer journey such as awareness, consideration, purchase, and post-purchase. 2. Detail Journeys: For each persona, map out their journey through these stages, identifying touchpoints, and pain points, and capturing their emotions and motivations at each stage.

Let’s break it down: customer personas and journey maps are essential tools in understanding and improving customer experiences. Customer personas are detailed profiles representing different segments of your target audience. They include demographics, behaviors, needs, and goals. Think of them as fictional characters based on real data. Journey maps, on the other hand, are visual stories of a customer’s interactions with your brand. They outline every step from discovery to purchase and beyond, highlighting key touchpoints and emotions. Together, they help you tailor your marketing and improve customer satisfaction.

Personas and journey mapping are two distinct marketing strategies. In my opinion, the initial step is to develop personas using the available database. Once you have created all the personas, you can begin segmenting your customers. This process allows you to gain a deeper understanding of your customers, enabling you to create diverse journey maps based on a comprehensive database.

Importantly, as said above, there should be some overlap in your segmentation variables and the addressability of your target. If you are thinking about organic social, not knowing which social media a persona uses most is a big problem.

Segmenting your market for customer personas and journey maps starts with gathering data. I once worked on a project where we segmented our audience by demographics, purchasing behavior, and engagement levels. We used surveys, website analytics, and customer feedback to get a clear picture. One valuable insight I gained was the importance of looking beyond basic demographics. By analyzing purchasing patterns and online interactions, we discovered a segment of occasional buyers who valued eco-friendly products more than our regular customers. This led us to create a persona focused on environmentally conscious consumers and tailored their journey map to highlight our sustainable practices, boosting engagement and sales in that segment.

A segmentação é uma ferramenta crucial para a criação de personas e mapas da jornada do cliente eficazes. Ao dividir seu público em grupos distintos com base em características compartilhadas, você pode obter uma compreensão mais profunda de suas necessidades, motivações e comportamentos. Isso permite que você personalize suas mensagens, produtos e serviços para cada segmento, aumentando a relevância e o impacto de suas iniciativas de marketing.

The persona will have different levels of detail for the various people using it. Your front-end engineers want to know about how design influences choices. Your agency wants to know insights about the personas, plus the addressable variables that allow them to reach each persona. Your leadership team might need average Lifetime Value (LTV), average revenue, and perhaps competitive market knowledge, such as which competitor has a greater share of wallet and among whom.

Personas has a lot of details, but of course, you can create personas only with segmentation that you have in your database, but isn't correct. You build personas only with segmentation, but your personas has more accurace if you have more data informations about them.

Creating customer personas based on segmentation can be truly transformative. Here’s a cutting-edge approach: use AI and machine learning to analyze your segmented data. Instead of just traditional surveys and feedback, feed your data into an AI system to detect patterns and insights you might miss. I tried this with a client and it was a game-changer. The AI identified subtle behavioral patterns and preferences, allowing us to create highly detailed and dynamic personas. These personas were not static—they evolved as we gathered more data, continuously improving our marketing strategies. This level of precision and adaptability in understanding your audience can make your marketing efforts far more effective.

Again, some amount of market knowledge is required here. If you can use the personas developed, create a journey study (qualitative is perfect!) that captures the key differences in how each persona goes though the journey. You're looking for how different personas do different steps, perhaps in different order, or over time. Those nuances will be critical for developing your product front end and marketing portal, as well as your lifecycle marketing touchpoints.

Ok, If you have a amazing personas, now you ready to create a different journeys for each personas that you have. Though, the most important thing is how you will analyse if each persona which you created it will have a performance very-well whitin, you must tracking all the new journeys that you will create in deeply details and mensure each gaps and sucess.

Even if the journeys taken are quite similar, watch for different appeals, calls to action, media differences and the like. Your lifecycle marketing team can finetune the language, imagery, and types of appeals based on your work. Make sure you have a very robust persona and the key differences that are germane to each of your internal constituents.

I guess that it is one of the biggest challeng that Marketing area has, today it is so relevant this topic but few companys are doing this ver-well, It's happen because is very difficul to use your persona with the best jorney plus with your correct marketing campaign. However, if you do this in the best way, belive, you will have amanzing results, by the way for you do this in the best way you must segment only one campaign with "banners, ads, landing page, segment and promotion" for your specific persona that you would like to impact, and don't forget, you have to mensure each steps for analysing if your campaign will have sucess.

Tracking purchase data and other data sources by customer segments is also a very efficient way to track your segments over time, and especially measure effectiveness of your marketing efforts at each point through the customer journey. If you have access to 3rd party data sources that track competitor data (e.g., Panelist data), you can apply your typing tool (a short survey used to identify which segment a customer belongs) to your panelist or other 3rd party customer data source to identify key trends such as your customers increasing their spend with competitors, increasing their purchase frequency, buying more on promotion, etc. These insights can help you plan strategies to attract or retain your targeted customer segment(s).

Tracking is the biggest thing that you must do, if you want to measure your personas and journey maps, because whithout tracking, ins't possible you have sure, if you are doing a good job. So, if you wondering to measure somenthing, you must considere a very nice tracking implementantion in your channel.

The benefits of segmented customer research journey mapping can go well beyond the marketing department. For business transformation, the 'outside-in' customer perspective on where the actual pain points are in a business delivery can be very different from the 'inside-out' perspective on the priority of problems to solve - this can reorient people, process, and technology delivery.

Customer segmentation can be applied to generate effective marketing tactics and messaging for each stage of a customer journey from generating awareness to conversion and eventually loyalty. The content of your message and how you target consumers is what I call the arrow and water balloon approach. The arrow approach is that marketing messaging should be inspired by a specific persona (e.g., Sarah is a mid-career working mom who prioritizes healthy meals for her family..). In other words, the messaging in an advertisement should be inspired by your target persona and appeal to their specific needs. However, who sees your ad should reach your target persona as well as a broader audience (water balloon approach) with similar needs.