using exceptional digital personas to drive revenue
DESCRIPTION
Presenter: Mark Polly, director, Portals, Content and Social Practice, Perficient Mark discusses using buyer and customer personas and user stories to help ensure that messaging delivered though IBM Exceptional Digital Experience platforms not only increases site visits, but also increases sales revenue (and ideally profit margin)TRANSCRIPT
![Page 1: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/1.jpg)
BUS-G02 Using Exceptional Digital
Personas to drive Revenue
Mark Polly, Director
Perficient
![Page 2: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/2.jpg)
© 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
![Page 3: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/3.jpg)
Agenda
• What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 3
![Page 4: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/4.jpg)
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
© 2014 IBM Corporation 4
![Page 5: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/5.jpg)
What are Personas?
© 2014 IBM Corporation 5
Marketing
• Demographics
• Values
• Goals
UI Design
• Behaviors
• Motivation
• Attitudes
![Page 6: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/6.jpg)
Example Persona
© 2014 IBM Corporation 6
Kevan Lee, Buffer Blog
![Page 7: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/7.jpg)
Example Persona
© 2014 IBM Corporation 7
![Page 8: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/8.jpg)
• 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.”
![Page 9: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/9.jpg)
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!
The “I Do It All” Entrepreneur
Interior Designer
Sarah Jackson
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 increaseeligibility• Automatic downloading into QuickBooks• Access to old statements for historical reference• Business-relevant rewards
![Page 10: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/10.jpg)
The “I Do It All” Entrepreneur
Interior Designer
Sarah Jackson
Pays Bills
Makes Purchases Plans
Manages
Transfer
![Page 11: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/11.jpg)
Why Personas?
© 2014 IBM Corporation 11
![Page 12: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/12.jpg)
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
![Page 13: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/13.jpg)
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
© 2014 IBM Corporation 13
![Page 14: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/14.jpg)
Personas
© 2014 IBM Corporation 14
Marketing
• Demographics
• Values
• Goals
UI Design
• Behaviors
• Motivation
• Attitudes
![Page 15: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/15.jpg)
Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 15
![Page 16: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/16.jpg)
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
© 2014 IBM Corporation 16
![Page 17: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/17.jpg)
Analyze Site Metrics
© 2014 IBM Corporation 17
![Page 18: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/18.jpg)
Analyze Customer Database
© 2014 IBM Corporation 18
http://www.julienrio.com/marketing/english/practical-uses-crm
![Page 19: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/19.jpg)
Analyze Social Media
© 2014 IBM Corporation 19
![Page 20: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/20.jpg)
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
© 2014 IBM Corporation 20
![Page 21: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/21.jpg)
Persona Development
• Must go beyond the demographic data.
• Understand why customers behave and whatthey 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.
© 2014 IBM Corporation 21
![Page 22: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/22.jpg)
Experience Maps
© 2014 IBM Corporation 22
![Page 23: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/23.jpg)
Journey Maps
© 2014 IBM Corporation 23
![Page 24: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/24.jpg)
Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 24
![Page 25: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/25.jpg)
Digital Experience Components
• Channels
• Content
• User Interface / Interaction
© 2014 IBM Corporation 25
![Page 26: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/26.jpg)
Channels
• Personas can help tell us target the right channels
• How many do we have to support?
• Does the audience prefer:
– Web
– Mobile
– Social
© 2014 IBM Corporation 26
![Page 27: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/27.jpg)
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?
© 2014 IBM Corporation 27
![Page 28: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/28.jpg)
UI Design
• Calls to Action
• Landing Pages
• Thank You Pages
• Page Layout
• Personalized Pages and / or Content
© 2014 IBM Corporation 28
![Page 29: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/29.jpg)
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
© 2014 IBM Corporation 29
![Page 30: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/30.jpg)
Use Personalization with Personas
© 2014 IBM Corporation 30
![Page 31: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/31.jpg)
Visibility Rule to Show Content
© 2014 IBM Corporation 31
![Page 32: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/32.jpg)
English Site
© 2014 IBM Corporation 32
![Page 33: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/33.jpg)
Spanish Site
© 2014 IBM Corporation 33
![Page 34: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/34.jpg)
Agenda
• Why and What are Personas?
• Persona Development
• Digital Experience and Personas
• Marketing and Personas
© 2014 IBM Corporation 34
![Page 35: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/35.jpg)
Marketing and Personas
• Segmentation
• Lead Nurturing and Campaigns
• Analytics
© 2014 IBM Corporation 35
![Page 36: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/36.jpg)
Segments ≠ Persona
• Personas are intended to help you understandthe 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
© 2014 IBM Corporation 36
![Page 37: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/37.jpg)
IBM Digital Experience Profiler
© 2014 IBM Corporation 37
![Page 38: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/38.jpg)
IBM Digital Experience Action
© 2014 IBM Corporation 38
Content selectedShould be tailored to the persona
![Page 39: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/39.jpg)
Digital Experience Binding
© 2014 IBM Corporation 39
![Page 40: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/40.jpg)
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
© 2014 IBM Corporation 40
![Page 41: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/41.jpg)
Lead Nurturing and Campaigns
© 2014 IBM Corporation 41
![Page 42: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/42.jpg)
Campaigns
© 2014 IBM Corporation 42
![Page 43: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/43.jpg)
Lead Nurturing, Campaigns and Personas
• Personas inform about the content of the email, promos, etc.
• Personas inform the actions
© 2014 IBM Corporation 43
Sarah Jackson
![Page 44: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/44.jpg)
Analytics
• Completes the marketing cycle
• Digital Experience Active Site Analytics
© 2014 IBM Corporation 44
![Page 45: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/45.jpg)
IBM Digital Experience and Campaign Analytics
© 2014 IBM Corporation 45
![Page 46: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/46.jpg)
IBM Digital Experience and Analytics
© 2014 IBM Corporation 46
![Page 47: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/47.jpg)
Why Personas and Digital Experience?
© 2014 IBM Corporation 47
• User Experience Design and Development
• Personalization
• Content Design and Development
• Content Content
• Recommendations
• Analytics
![Page 48: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/48.jpg)
© 2014 IBM Corporation
For Additional Information
IBM Digital Experience Solutionshttp://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 Cataloghttps://greenhouse.lotus.com/catalog/
48
![Page 49: Using Exceptional Digital Personas to Drive Revenue](https://reader034.vdocuments.net/reader034/viewer/2022051514/54c236814a79595e078b4611/html5/thumbnails/49.jpg)
About Perficient
49
• Founded 1997
• 2600 + employees
• 2013 Revenue ~$375M
• Public, NASDAQ: PRFT
• Local Business Units in over 20major 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