Prepared for a not-for-profit organisation who requested a set of practical activities to increase reach by developing a better understanding of their target audience. The workshop outputs included refined organisational objectives and high-level persona definitions.
Guide Complete Set of Residential Architectural Drawings PDF
Workshop : Marketing, personas and segmentation
1. Getting into the
minds of your users
Marketing, Personas
& Segmentation workshop
Abdul Ghafoor
2. Simplifying marketing jargon
I Keep six honest serving-men: (They taught me all I knew)
Their names are What and Where and When
And How and Why and Who
{Rudyard Kipling, The Elephant's Child}
?
6. Strategic
PLANNING
are you
aiming for?
Who
- Culture
- Education
- What other
challenges set
them apart
- Faith
- Competition
are you
going
to do?
What
- Strategy
- Product
- Marketing
do you
want
to focus?
Where
- UK
- English
speaking
markets
- Distribution
- Outsourcing
will
you be
focusing
efforts?
When
- Key seasons
- Project/
Programme
- Annual plan
is change
required
Why
- Change
management
- Culture
- Leadership
will you
deliver?
How
- Metrics
- Operating
plan
HOW MUCH
- Business
case
- Investment
plan
7. By truly understanding what
your Prospect wants
you are able to deliver
products and services
they need.
9. User insight a deep truth about the user, based on their
behaviour, experiences, beliefs, needs or desires
that is relevant to the tasks/issue and resonates
with the target audience
15. • Ÿ Optimised decisions
• Next best offer
• Reduce churn
• Improve lifetime value
• Attitude, feeling, emotion,
• Affinities and correlations
• Share of voice
• Relevant relationships
• Potential risks
• Surface User challenges
• Understand context of use
• Identify intentions and
motivations
• Web site and mobile traffic data
• Users in engagement funnel
• Completed transactions
• Conversion metrics
Quantitative
Insights
Qualitative
Insights
Predictive
Customer
Intelligence
Social
Analytics
Methods of understanding users comprehensively
DIGITAL INSIGHTS BEHAVIOUR ANALYSIS
SENTIMENT ANTICIPATE
Emphathy interviews
Observe users in natural envt.
Watch how they convert
(questions first, compare, seek help …)