Gartner Research

How to Build Segments and Personas for Digital Marketing

Published: 09 January 2017

ID: G00319934

Analyst(s): Martin Kihn


Smart segments and personas are essential allies in the march toward personalized customer experiences and precise media and content targeting. Marketing leaders can use this research to arm themselves with the basics.

Table Of Contents


  • Introduction
  • Building Segments and Personas
  • Define the Goal
    • Internal vs. External
    • Tactical vs. Strategic
  • Collect the Data
    • Admiring Attributes
    • Data Integration
    • Survey Data
  • Build Segments
    • Needs/Value Segmentation
  • Clustering Segmentation
    • K-Means Clustering
  • Develop Personas
  • What to Do Next

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