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Data Driven Personas – Morning Brief


The use of customer personas can enable brands to effectively reach, engage and inspire their optimal audience.

About Personas

Personas have been used in marketing since the mid 90’s by the Ogilvy agency with renounced marketing professor Angus Jenkinson who studied and developed the concept of customer segments.

Ogilvy’s approach to personas was that “Each strong brand has a tribe of people who share affinity with the brand’s values.”

In the digital age, these persona segments can be identified through their purchase and online behaviour.

Using Personas

Data driven marketing relies heavily on knowing your audience, when and how to communicate with them. Creating dynamic segmentation of your customer profiles is where data driven personas can optimise a brand’s online advertising, content strategy and business intelligence.

This morning brief will cover three areas

  • Marketing basics with personas
  • The science of personas
  • Building & activating data driven personas


Data Driven Personas


Working with personas in your marketing will have a direct impact on how you can improve your customer's journey.



Agenda


8:45 - Registration - Coffee & Pastry

9:00 - Welcome

9:10 - Jomar Reyes: Introduction of Marketing with Personas

9:30 - Casper Radil: The data science of personas

9:50 - Gordon Savage: Building & activating data driven personas

10:10 - Q&A

10:20 - Coffee & Open Discussions

11:00 - Close


Sponsors



Jomar Reyes

Senior Business Strategist - IIH Nordic

Jomar has extensive experience with audience segmentation having worked with ACNielsen, Saxo Bank, working with online/magazin publishing and content marketing.
At IIH Nordic he works with developing digital strategies for global brands using the latest cutting edge marketing technologies.

Jomar has extensive experience with audience segmentation having worked with ACNielsen, Saxo Bank, working with online/magazin publishing and content marketing.
At IIH Nordic he works with developing digital strategies for global brands using the latest cutting edge marketing technologies.

Casper Radil

Data Scientist - IIH Nordic

Casper has worked with web analytics since 1999 and as a dedicated full-time web analytics specialist since 2005. His main role is to design and use digital data to gain insights about user behaviour. He is working within the areas of data strategy, digital infrastructure, data analysis, web analytics and multidimensional statistics.

Casper has worked with web analytics since 1999 and as a dedicated full-time web analytics specialist since 2005. His main role is to design and use digital data to gain insights about user behaviour. He is working within the areas of data strategy, digital infrastructure, data analysis, web analytics and multidimensional statistics.

Gordon Savage

COO Apsis Profile Cloud

Gordon is one of the industry innovators in marketing technology. He co-founded the Profile Cloud platform which was derived from his extensive career revolving around collecting and activating data. With the today’s increased focus on data driven strategies and marketing, his insights are invaluable with applying personas.

Gordon is one of the industry innovators in marketing technology. He co-founded the Profile Cloud platform which was derived from his extensive career revolving around collecting and activating data. With the today’s increased focus on data driven strategies and marketing, his insights are invaluable with applying personas.