Using Digital Personas to Drive Revenue

BUS-G02 Using Exceptional Digital
Personas to drive Revenue
Mark Polly, Director
Perficient

© 2014 IBM Corporation
Please Note
IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal
without notice at IBM’s sole discretion. Information regarding potential future products is
intended to outline our general product direction and it should not be relied on in making a
purchasing decision.
The information mentioned regarding potential future products is not a commitment, promise, or
legal obligation to deliver any material, code or functionality. Information about potential future
products may not be incorporated into any contract. The development, release, and timing of any
future features or functionality described for our products remains at our sole discretion
Performance is based on measurements and projections using standard IBM benchmarks in a
controlled environment. The actual throughput or performance that any user will experience
will vary depending upon many factors, including considerations such as the amount of
multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and
the workload processed. Therefore, no assurance can be given that an individual user will
achieve results similar to those stated here.
2

Agenda
• What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 3

What are Personas?
• A persona represents a cluster of users who exhibit
similar behavioral patterns in their purchasing
decisions, use of technology or products, customer
service preferences, lifestyle choices, and the like.
• Behaviors, attitudes, and motivations are common to
a "type" regardless of age, gender, education, and
other typical demographics. In fact, personas vastly
span demographics.
• Kevin O’Connor UX Magazine
4

What are Personas?
5
Marketing
• Demographics
• Values
• Goals
UI Design
• Behaviors
• Motivation
• Attitudes

Example Persona
6
Kevan Lee, Buffer Blog

Example Persona
7

• I’m a micro business
owner
• 31 Years Young
• Single (and Looking)
• Lives in San Francisco
• Business owner of 5
years, worked day job 5
years prior to raise the
money for rent space for
my business
• I drive a Toyota Prius
The “I Do It All” Entrepreneur
Interior Designer
Sarah Jackson
“It’s my business
and I get to call
all the shots.”

Five years ago Sarah decided that enough was
enough; her 9-5 job simply wasn’t satisfying her
creativity. So I quit and started my own Interior
Design firm. Initially it was a tough ride, but it got
better and today I rent a quaint space in a San
Francisco warehouse. I love being my own boss
and thrives on making all the decisions.
Now that I have a stable roster of clients and a
couple of new eager assistants, I have decided to
try and expand my business. However; I am
blatantly aware that if I am to be a success, I need
to tighten my fabulous Gucci belt and improve in
three area’s.
• Be better organized
• Consistently manage her budget
• Bill client’s on time.
And since I rely heavily on multiple credit cards for
my day-to-day business. (Including the interior
designers favorite, a Home Depot credit card)
I desperately want some sort of tool to help me
manage all my accounts in one place. I’ve heard
good things about Mint so I have made a mental
not to check it out soon.
Taking control of my business is within my grasp
so the future is pastel indeed!
Interior Designer
SarahJackson
Attributes
Online security concerns
Budget focus
Control over finances
Technical optimism
Detail sensitivity
Key Goals
• Grow Business
• Maintain cash flow
• Keep clients happy
• Become more
organized
• Be more efficient
Behaviors
Credit card use
AO use
Mix personal and business
Records retention
Life Goals
• Buy a home
• Reach financial
comfort
Key Tasks
• Juggle cash flow, bill paying and available credit
• Monitor multiple card balances and credit
limits
• Transfer balance to other cards
• Apply for credit increase
• Trace how she arrived a particular balance on her
card
• Calculate estimates for clients
• Periodically check purchasing trends
• Provide reports for accountant quarterly
Key Content
• Quick access to current balances and credit limits
• Summary of multiple cards in one place
• One password and login for all cards
• Transactions, payments and balance transfers
updated in real time
• Alters for payment due and close to credit limit
• A visual indicator of current credit increase
eligibility
• Automatic downloading into QuickBooks
• Access to old statements for historical reference
• Business-relevant rewards
Consideration
s• She’s interested in offers that will save her time
and energy
• She’s scared of losing financial control
• She wants to feel like a valued customer
• She’s likely to phone if she can’t find it quickly
online
Key Content
• Quick access to current balances and credit limits
• Summary of multiple cards in one place
• One password and login for all cards
• Transactions, payments and balance transfers updated in real time
• Alters for payment due and close to credit limit
• A visual indicator of current credit increase
eligibility
• Automatic downloading into QuickBooks
• Access to old statements for historical reference
• Business-relevant rewards

Interior Designer
SarahJackson
Pays Bills
Makes Purchases Plans
Manages
Transfer

Why Personas?
11

Why Personas?
• Provide the foundation for content
development and marketing efforts
• Sets the tone and style for content
• Targets the topics you should be writing about
• Informs you about preferred channels
• Compatible with marketing customer
segments

Why Personas?
• Understand user behaviors in order to make
more effective design and business decisions.
• Consumer needs and desires can be more
accurately identified through personas than
through just demographic data
13

Personas
14
Marketing
• Demographics
• Values
• Goals
UI Design
• Behaviors
• Motivation
• Attitudes

Agenda
• Why and What are Personas?

Persona Development
• Analyze your site metrics
– Who are your users? Where did they come from?, what
keywords did they use? At what are they looking?
• Analyze your customer database
– What patterns emerge? What demographics do you
collect?
• Analyze Social Media
– Use Social Media listening to see who is asking questions,
complaining, praising, etc.
• Survey and interview audiences
• Talk to sales reps, customer service too
16

Analyze Site Metrics
17

Analyze Customer Database
18
http://www.julienrio.com/marketing/english/practical-uses-crm

Analyze Social Media
19

Persona Development
• Identify wide demographic of target
audience(s)
• Conduct one-on-one interviews in context
using ethnographic research techniques
• Analyze research data to look for patterns,
identify extremes
• Follow up research with smaller subset of
candidates to validate and fill in gaps
20

Persona Development
• Must go beyond the demographic data.
• Understand why customers behave and what
they expect
• Knowledge about the why makes it possible to
create innovative solutions, products, ad
campaigns, and digital experiences (the what)
that cater to customers on a personal level.
21

Experience Maps
22

Journey Maps
23

Agenda

Digital Experience Components
• Channels
• Content
• User Interface / Interaction
25

Channels
• Personas can help tell us target the right
channels
• How many do we have to support?
• Does the audience prefer:
– Web
– Mobile
– Social
26

Personas Inform Content Development
• What content do I need to write?
• What style of writing do I use?
• What imagery should I include?
• Should my content be selling or consultative?
27

UI Design
• Calls to Action
• Landing Pages
• Thank You Pages
• Page Layout
• Personalized Pages and / or Content
28

Personas and Personalization
• You want to display different pages to each
Persona
• Director page contains content about
budgeting and leadership
• Nursing page contains clinical information and
practice training
• Personalization visibility rules can be applied
to pages or portlets
29

Use Personalization with Personas
30

Visibility Rule to Show Content
31

English Site
32

Spanish Site
33

Agenda

Marketing and Personas
• Segmentation
• Lead Nurturing and Campaigns
• Analytics
35

Segments ≠ Persona
• Personas are intended to help you understand
the person visiting your site
– They are a composite of people that do not exist
• Segments are groupings based on a set of
rules using known attributes
36

IBM Digital Experience Profiler
37

IBM Digital Experience Action
38
Content selected
Should be tailored
to the persona

Digital Experience Binding
39

Alternate Profilers or Segments
• Create segments in IBM Marketing Center or
IBM Interact
• Use CRM or Customer Database analysis to
define segments
• Use a custom field in LDAP to store segment id
• Use a custom personalization object to fill in
segment after log-in
• Use recommendation engine to determine
segment based on behavior on the site
40

Lead Nurturing and Campaigns
41

Campaigns
42

Lead Nurturing, Campaigns and Personas
• Personas inform about the content of the
email, promos, etc.
• Personas inform the actions
43
Sarah Jackson

Analytics
• Completes the marketing cycle
• Digital Experience Active Site Analytics
44

IBM Digital Experience and Campaign Analytics
45

IBM Digital Experience and Analytics
46

Why Personas and Digital Experience?
47
• User Experience Design and Development
• Personalization
• Content Design and Development
• Content Content
• Recommendations
• Analytics

For Additional Information
 IBM Digital Experience Solutions
http://www-01.ibm.com/software/collaboration/digitalexperience
 WebSphere Portal and IBM Web Content Manager Information Center
Wiki
http://www-10.lotus.com/ldd/portalwiki.nsf/
 IBM Digital Experience Demonstrations:
http://www.youtube.com/user/IBMXWebX
 IBM Collaboration Services Business Solutions Catalog
https://greenhouse.lotus.com/catalog/
48

About Perficient
49
• Founded 1997
• 2600 + employees
• 2013 Revenue ~$375M
• Public, NASDAQ: PRFT
• Local Business Units in over 20
major US Cities
• Solution Integration Award 2012
• 3x Lotus Distinguished Partner
• **WINNER of Best Digital Experience @ Connect 2014
• Best Portal Solution Award 2010
• Smarter Decision Award
• Industry Focused & Authorized:
• Healthcare, Retail & Financial Services

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