Video

Building Data-Driven Personas

Editor's Note: Enjoy this webinar from the Custora archive, acquired by Amperity in November 2019.

In this webinar, Custora Head of Data Science Andy Lim presents on how to use your own first-party data to build effective customer personas. While we’re obviously biased in favor of data-driven behavioral segmentation, today we’ll take a look at how qualitative, quantitative, and gut feeling-built personas can complement each other to foster real engagement.

In this session, you’ll learn:

  1. What are personas and why are they useful? Why not just target and sell to everyone?
  2. The four ways to build marketing/sales personas — from gut to data and back
  3. Common obstacles to creating useful, efficient personas and ways to overcome these issues