PERSONAS AND SEGMENTS
Use segments and personas to understand your contact list better.
What Are Personas?
Personas are high-level descriptive analytics reports on each segment in your contact list. Use Personas to learn more about your segments in your contact lists.
Each field shows the categories with the two highest values for that field. To see all categories and values, click "View Details."
Gender: The reported genders in the segment.
Age: The reported number of individuals in each age group in the segment.
Education: The reported level of education of individuals in the segment.
Home Ownership: The reported level of homeownership of individuals in the segment.
Marital Status: The reported marital status of individuals in the segment. Note: "Non-Traditional" generally signifies married but with different last names.
Industry: The reported number of individuals in various industries in the segment.
Political Affiliation: The reported political affiliation of individuals in the segment.
Religious Affiliation: The reported religious affiliation of individuals in the segment.
Designated Marketing Area (DMA): The reported number of individuals in various Designated Marketing Areas in the segment.
Reported Home Value: The average reported home value of all individuals in the segment. Also shown is how much that value is above or below the median home value of all homes in the same locations as the individuals in the segment.
Reported Household Income: The average reported household income of all individuals in the segment. Also shown is how much that value is above or below the median income of all households in the same locations as the individuals in the segment.
Top Interests: The top 15 reported interests of all individuals in the segment.
Potential Uses for Personas:
1. Developing Ideal Donor Profiles / Ideal Customer Profiles.
Personas provide a ready-made Ideal Donor Profile / Ideal Customer Profile. Simply upload a contact list of contacts representing the ideal donors / ideal customers and Guidon will automatically generate a persona you can use
2. Comparing Contact List Segments
Personas provide an easy way to compare two different contact list segments. This is especially useful when segmenting using Basic/Advanced Predictions such as Predicted Generation or First-Party Data (such as lifetime giving/purchases). Examples:
- Repeat Customers vs. Non-Repeat Customers
- Major Gift Donors vs. Non-Major Gift Donors
- High-Value Customers vs. Low-Value Customers
- Active Donors vs. Lapsed Donors
- Portfolio Donors vs. Nonportfolio Donors
- Donors to Different Campaigns
- Buyers of Different Products
3. Targeting Online Ad Purchases
Personas provide the information necessary to better target online ads. Upload a contact list of recent buyers/donors and the information from the resulting Persona can be used to purchase ads that are seen by the same demographic.
4. Direct Mail List Purchases / Rentals
Personas provide information that can be used to purchase/rent better targeted direct mail lists. Upload a contact list of recent buyers/donors and the information from the resulting Persona can be used to purchase or rent direct mail lists of similar individuals.
What Are Segments?
Segments are tabs at the top of your contact list, which allow you to splice and dice your data, any way you want.
A few examples of important groups you may like to start with are: Big Spenders, Most Generous People, and Highest Affinity Contacts, but the list goes on and on.
Once you have defined the most important segments for your team's objectives, use personas to understand the identity of those segments in Guidon.