Gartner Research

How Marketing Leaders Make Personas Actionable

Published: 23 November 2016

ID: G00308274

Analyst(s): Christopher Ross , Kirsten Newbold-Knipp, Augie Ray

Summary

Personas can be powerful marketing tools to inform decisions, guide strategies, improve customer experience and enhance collaboration. To make personas actionable, marketing leaders must follow a data-driven process and stand ready to tailor them when necessary.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Help Others Understand the Difference Between Customer Segments and Personas
  • Define the Information You Need to Build Actionable Personas
  • Choose the Data and Design That Provides the Actionable Information You Seek
  • Set the Approach Based on the Skills Available In-House and the Level of Detail Desired
  • To Maximize Value and Use, Educate Others and Customize Personas as Needs Change

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