Gartner Research

How to Build Segments and Personas for Multichannel Marketing

Published: 23 May 2019

ID: G00368530

Analyst(s): Jason McNellis , Benjamin Bloom


Smart segments and personas are essential allies in the march toward customer experiences that are composed of highly targeted messages, media and content. Marketing leaders can use this research to arm themselves with the basics and prepare for greater automation.

Table Of Contents
  • Key Challenges



  • Understand the Basics of Segments and Personas
  • Build Segments and Personas
  • Step 1: Define the Goal
    • Internal vs. External
    • Tactical vs. Strategic
  • Step 2: Collect the Data
    • Essential Attributes
    • Data Integration
    • Survey Data
  • Step 3: Build Segments
    • Needs/Value Segmentation
    • Clustering Segmentation
  • Step 4: Develop Personas

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